Backlash over Target’s Pride gear

This is the latest controversy for Target, which has faced challenges in navigating LGBTQ issues following backlash last year. As a response, Target has decided to scale back its Pride merchandise this year, offering a smaller selection in select stores while making all items available online. This move marks a shift from 2021, when Target initially introduced its Pride collection in all stores.

Target asserts that the Pride designers underwent the same rigorous process as all other collections, working with a third-party vendor instead of Target directly. Merchandising expert Liza Amlani explained that retailers often make significant changes to collections, but Target seemed particularly critical of its Pride items this year due to past incidents.

“Considering what happened last year,” Amlani noted, referring to the controversies in 2023, “Target is playing it safe. They want to ensure the safety of their employees.” Last year, some Target employees faced in-store conflicts related to the Pride merchandise, prompting a cautious approach from the retailer.

For the 2024 designers who began collaborating with Target well in advance of the 2023 collection launch, witnessing the gradual dismantling of their work has been disheartening. Several designers took to social media to voice their dissatisfaction with the design process.

Artist En Tze Loh of GRRRL Spells expressed her disappointment over the impact of last year’s backlash on this year’s collection design. She shared that her contributions were gradually reduced from 15 items to just one online-only piece, preventing her from experiencing the physical store display of her work.

In response, Target stated, “We work closely with numerous vendors, designers, and creators on a yearly basis. Our assortment process involves design adjustments and product modifications to deliver a relevant collection that drives sales. We appreciate our partners’ collaboration and creativity in achieving this shared objective.”