Target Hits A Sore Spot With Their Latest Catalogue

Target Embraces Diversity

Admittedly, this a bit of a storm in a teacup, but it’s the school holidays. I am a little bored. So it was interesting and enlightening to watch the drama online as it unfolded.

Target’s latest catalogue was brought to my attention by friends commenting on a stranger’s post to the Target Facebook page. (As most great time-wasting online discussions begin. It’s not even the first time I’ve been swept up in drama on their page. Like the time Target allegedly stole Christmas… but I’m getting myself distracted here. Moving on…)

target catalogue

So, what was the cause of their upset? One of Target’s models in their Back To School catalogue was wearing a Hijab.

target catalogue

The Horror

After a little look around Target’s Facebook page there were several other people announcing that they would boycott Target! Accusing Target of being “Unaustralian”. Demanding they use “Australian models” in their catalogues. (Because, as you all know, there’s absolutely no way a person could wear a Hijab AND be Australian. Despite the fact that Muslim people have lived in Australia since white settlement. #sarcasm)

For better or worse these comments were all been swiftly deleted by the businesses social media team, who have since stated:

“Posts will be hidden, deleted, or you might be banned from the Target Australia social media sites if they contain offensive, abusive, obscene, profane, hateful or racist content, links or images. “

Personally I think those comments should have been left for all to see. Not because of “Freedom of Speech”, but because I think people should have to own their words and opinions. It’s better to leave the comments there for their friends, family or potential employers to see just what kind of person they really are.

The Positives

On the upside many people have commented that they appreciate Target embracing diversity. It’s nice to know that most people, including my own friends, believe there’s absolutely nothing wrong with showing that our community is broad and diverse. Australia is made up of many different cultures, religions, beliefs and backgrounds – which is one thing that makes this country great.

So I for one will continue to shop at Target and if doing so happens to piss off a couple of bigots, well then that’s just a nice little bonus.

Rachel Stewart

Rachel is the founder of Parenting Central. She is raising two children, boy and girl, with her partner. Rachel is obsessed prams, car seats, carriers and all things baby. She has worked in the baby industry for several years, for both suppliers and also in a retail setting and has developed a passion for connecting parents with the right products to make their lives easier. When Rachel isn't playing with prams she's enjoys crocheting, drinking coffee (sometimes wine) and spending a little too much time on Facebook.


  1. There is definitely something wrong with some people. ?

    It’s funny though, because this is exactly the same sort of thing that happened when companies started using non-white models. The more things change, the more they stay the same.

  2. I think it’s a beautiful photo. No need for drama or fuss – I agree that people should own their words and be called out for what they say. Then again, I’m sure Target’s intention was to not breed any more horrible comments.

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