Marks & Spencer recently faced criticism for an advertisement featuring “first bras for fearless young things,” aimed at teenage girls. The phrase, while perhaps intended to be empowering, sparked a backlash. Some critics felt it was dehumanising and accused M&S of catering to an ideology that, in their view, dismisses the importance of biological women in favor of self-identifying inclusivity.
As a trans woman myself, I want to emphasize that I wholeheartedly support and value the need to protect female spaces. These are places where biological women should feel secure. However, this debate raises a complex and delicate issue around the distinction between individuals who are self-identifying as female and those, like me, who have committed to medical and legal transitions. This distinction is not always straightforward, and it often lies at the heart of the controversy surrounding inclusive practices in spaces meant to be safe for women.
Inclusivity, Empowerment, and Respect for Female Identity
Let’s start by considering the intention behind phrases like “fearless young things.” While I can understand the desire to encourage individuality and self-confidence, especially among young people, it’s important that brands recognise the importance of explicitly celebrating young girls and women. Referring to “girls” or “young women” would have kept the focus on supporting young females as they navigate the early stages of womanhood, rather than using broader, more generic terms. Words matter, and for young girls, language that explicitly affirms their femininity can feel grounding and validating.
The Challenges in Defining Female Spaces
M&S’s policy, which allows self-identifying individuals to access female changing rooms, adds another layer of complexity. For those of us who have transitioned medically and are legally recognised as women, these spaces hold a unique significance. They represent safety, dignity, and affirmation of our gender identity. But when retailers adopt inclusive practices that welcome anyone self-identifying as female, it risks unintentionally creating discomfort and anxiety for biological women and trans females alike.
This distinction between self-identifying individuals and those who are medically transitioning is often blurred in policy and practice, and it’s difficult to navigate without clear, enforceable guidelines. We must acknowledge that, while most individuals are respectful, there are those who might exploit these policies for harmful reasons, such as voyeurism. Establishing and respecting boundaries that protect the privacy and safety of all females is essential for creating truly inclusive spaces.
Finding a Middle Ground That Respects All Women
Brands like M&S have a challenging role here, and to achieve true inclusivity, they must be both empathetic and discerning. We need marketing language and retail practices that do the following:
- Celebrate Young Women and Femininity: When addressing teenage girls, brands can still be inclusive while acknowledging and uplifting their female identity explicitly. Phrases that honour their femininity and journey into womanhood would be more appropriate and respectful.
- Respectfully Distinguish Access to Female Spaces: Female spaces should prioritise the safety and comfort of women, with a specific focus on individuals who are legally and/or medically recognised as female. This could mean separate changing facilities or clear guidelines that ensure everyone feels safe, secure, and respected. Policies that protect biological women and trans women who have undergone gender-affirming procedures are a practical step toward balanced inclusivity.
- Transparent Communication: Retailers could benefit from explaining the intention behind their inclusive language and policies, reinforcing that inclusivity doesn’t mean erasing biological or transitioning women’s experiences. Transparency fosters understanding, rather than divisiveness, among customers who may feel overlooked.
Conclusion
The debate around M&S’s advertisement reveals a complex reality: while inclusive marketing and policies are essential, they must also respect and safeguard the integrity of female spaces. Striking the right balance means creating an environment where both traditional female identity and the experiences of medically transitioning trans women are recognized and protected. As we continue to make progress on gender inclusivity, clear distinctions and respectful boundaries will be key to fostering true inclusivity for all.