Little Mistress - change your brand name.
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Dear Little Mistress, we are not against pretty clothes, we are not anti-fashion, we are not anti-commerce. We are, however, against the belittling of women in UK public life. When you erect a shop sign in my local high street, you have effectively entered the arena of public discourse.
'Little Mistress' could be an aspirational brand but this name belittles women. A 'mistress' is a woman who is paid to have sex with a man. Defining a woman in this way is to define her solely by her relationship to a man. The word 'little' is diminutive and is telling women to be small and quiet.
So, please be a great fashion brand that makes pretty clothes, but change your name to something that tells women that they can be incredible, in their own right.
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