Kmart Australia unveiled its newest catalogue in time for Easter and as a first, the giant chain store featured child models with disabilities. Shoppers seemed to like what the company has done and it has been receiving praises for its move.
One child model, an 11-year-old named Cooper Smith with cerebral palsy, was shown holding a chocolate Easter egg on his lap as he's smiling against his walking frame. Another child, who has Down syndrome, was photographed smiling next to a "Star Wars" talking gumball dispenser.
The chance to become a model has been Cooper's dream and his mom revealed that he loved every minute of the photoshoot for Kmart. "They spoke to Cooper just as they would any other 11-year-old. He felt extremely welcome and proud."
The company said that featuring models with disabilities in their catalogue goes with its goals and ideals. "[It's] an extension of our broader and very important focus on improving diversity within our business and truly representing our team, customers and communities that we operate in and are part of," a spokesperson said.
Changing the Face of Beauty, which advocates for disabled people's representation in mass media, also commended Kmart Australia's decision. "It is good that retailers around the world are representing them and taking notice of their buying power," the organization president Katie Driscoll said. "[This ad] says we see you, you matter and we appreciate you buying our products. It is that simple."
View Kmart Australia's Easter catalogue here.
