Storytelling Campaign

Let Girls Be Kids

Help us #ShiftTheStory on girlhood. When we shift the story, markets, brands and policy all move.

Share your story. Add your voice. Protect childhood.

What we’re noticing in stores

Parents everywhere are seeing it: girls’ clothes designed to look like small women’s clothing, while boys’ clothes are built for movement and play.

Girls’ racks

Styled for being seen

Crop tops & mini skirts
Tight fits & “be pretty / be cute” slogans
Shoes you can’t run in
Pastel palettes that favour “tidy” over play

Boys’ racks

Built for doing

Practical, durable fabrics
Comfort-first cuts for climbing & running
Sneakers & shorts that invite movement
Neutral colours & pockets always

This isn’t “just fashion.” It’s one of the first messages children receive about who they should be, how they should behave, and how much space they’re allowed to take up.

Why this matters

Clothing teaches identity before language does. For many girls, the story becomes “be neat, be pleasing, be looked at,” rather than “run, climb, explore, take up space.”

Early identity shaping

From as young as three, outfits can signal whether comfort and movement are “for you.”

Confidence pipeline

These messages echo into teen years and adulthood, body shame, apologising before speaking, trading leadership for “likeability.”

Freedom over aesthetics

This isn’t about banning pink. It’s about choice, freedom and childhood, not shrinking to fit someone else’s idea of “pretty.”

We’re gathering stories from mums, aunties, teachers and from women remembering their own girlhood. Not to blame choices (some girls love pink and sparkles), but to name the pattern so the system shifts and we all get more freedom and choice.

How to share

Your story can be short, imperfect and anonymous. Start with a single moment.

When did you first realise your body was being watched?

What did you wish you could wear as a kid?

When did comfort stop being allowed?

What “rules” did you learn about being a girl?

→ Share Your Story

By submitting, you agree we may review your story for research, anonymised insights, and potential inclusion in campaign materials. We’ll always seek permission before publishing a story with identifying details.

What happens next

Collect: We gather stories for 6 months.
Notice patterns: What keeps showing up?
Share insights: Posts, reels & a live storytelling night.
Invite change: With momentum, we’ll publish an open letter to retailers and consider calling for a national inquiry into the sexualisation and gendered marketing of children’s clothing and retail environments (similar to work already happening in the UK and Canada).

Good to know (quick answers)

Is this anti-pink or anti-feminine?

No. It’s pro-choice and pro-freedom. Dress-up is joyful. We’re asking for options that prioritise movement, comfort and play for all kids.

Are you blaming parents?

Absolutely not. Parents are navigating what’s available. Our focus is culture and supply: what’s designed, marketed and displayed to our kids.

What will you do with the stories?

We’ll review them for themes (anonymised), share insights publicly, and (with permission) include excerpts in posts, a live event and an open letter to retailers.