The Gap wants you to cover up your ugly legs

Gap window add reads Put some pants on! Because we can't all look good in shortsVia The Frisky comes this disgusting Gap window ad. I think Stephanie Marcus, who snapped this photo, is right on when she says about the ad, “Another day, another ad that tries to make people buy their products by making you feel bad about your body.”

Gap is explicitly using shame about having a body that does not conform to mainstream beauty standards to sell products. I’m disturbed the company would choose to do this, but I’m also bothered that it’s an idea for an ad that would work at all.

And yes, the company probably wants the controversy that comes with this ad. Doesn’t change the fact they’re saying certain legs are acceptable to be seen in public and others aren’t. You know what? It’s a really freaking hot summer. I hate that ideas of what legs should and should not look like keep some people from staying cool, and I think it’s an asshole move on Gap’s part to rub this in people’s faces.

I know I don’t want to buy my shorts or pants from a company that says only people who look a certain way should be able to wear their product. If you agree you can contact Gap by clicking here.

Boston, MA

Jos Truitt is Executive Director of Development at Feministing. She joined the team in July 2009, became an Editor in August 2011, and Executive Director in September 2013. She writes about a range of topics including transgender issues, abortion access, and media representation. Jos first got involved with organizing when she led a walk out against the Iraq war at her high school, the Boston Arts Academy. She was introduced to the reproductive justice movement while at Hampshire College, where she organized the Civil Liberties and Public Policy Program’s annual reproductive justice conference. She has worked on the National Abortion Federation’s hotline, was a Field Organizer at Choice USA, and has volunteered as a Pro-Choice Clinic Escort. Jos has written for publications including The Guardian, Bilerico, RH Reality Check, Metro Weekly, and the Columbia Journalism Review. She has spoken and trained at numerous national conferences and college campuses about trans issues, reproductive justice, blogging, feminism, and grassroots organizing. Jos completed her MFA in Printmaking at the San Francisco Art Institute in Spring 2013. In her "spare time" she likes to bake and work on projects about mermaids.

Jos Truitt is an Executive Director of Feministing in charge of Development.

Read more about Jos

Join the Conversation