Viola Davis Rejects Target's Apology Over Blackface Costume
The Oscar winner said Target's response fails to address the harm of imagery that "laid the foundation" for atrocities. Target hasn't explained who approved it.
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Viola Davis rejected Target's apology for a Halloween costume that critics said evoked Blackface and minstrel imagery. The Oscar-winning actress said on Instagram on Tuesday that removing the product did not address the broader harm associated with imagery that has historically dehumanized Black people.
Target pulled the $25 'Kids' Glows Under Blacklight Circus Clown' costume from its website after online criticism. The product image showed a young Black boy. The outfit included a black-and-orange bodysuit and black gloves, and the hood had an exaggerated smile and a small top hat. Critics said the features evoked minstrel imagery.
In a statement, Target said: 'As a company, we know we got this wrong, and we are deeply sorry. The costume is offensive and should never have been part of our assortment. It is no longer available for sale.' The retailer added that the incident was 'especially hurtful for our Black guests, team members and partners' and that it was examining 'how this happened and what needs to change to ensure this won't happen again.'
Davis responded with a post that rejected the apology outright:
Davis wrote on Instagram on Tuesday. She said the apology fails to address the deeper issue of corporate decision-making and Black representation.
The dispute adds to criticism Target already faces over its DEI rollback. Sheletta Brundidge, a Minneapolis-area business leader who protested the rollback, told Reuters that the costume's approval raised a question about who makes decisions at the retailer. 'You rolled back diversity, so who's in the room, now, to say "hey, this is wrong?"' Brundidge said.
Rev. Jamal Bryant, who led a 40-day boycott of Target last year, told The Washington Post that the imagery 'is not simply getting it wrong.' He said the incident showed Target 'still lacks corporate diversity among decision-makers' and needed internal changes.
Target has not explained how the costume cleared its review process or who approved it.
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