BIG W has issued an apology and pulled a Halloween costume following online backlash.
In a LinkedIn post on Thursday, Rachel Green, CEO of SANE Australia, voiced her concerns regarding a Halloween costume sold by BIG W, urging the retailer to reconsider its product offerings.
Big W pulls Halloween costume.
“We are sorry for any impact we may have caused to the community in having this costume available in our Halloween range,” a Big W spokesperson said.
“Hey Spotlight Retail Group (SRG) and BIG W, check out my selfie…this is what a #mentalpatient really looks like. Living with mental health issues isn’t a #halloween costume. Please do better and pull these products from sale. We’re people, like you,” she wrote.
In response to the online backlash, BIG W issued an apology and confirmed the immediate removal of the controversial costume from its online marketplace on 29 October. A spokesperson for the retailer acknowledged the community’s concerns, commenting, “We are sorry for any impact we may have caused. As soon as we were made aware, we took action.”
BIG W has committed to collaborating with SANE Australia to deepen its understanding of the stigma surrounding mental health and the lived experiences of individuals affected by these issues. This partnership reflects the retailer’s alignment with the values of mental health advocacy and its dedication to fostering a supportive community.
The costume was available exclusively through BIG W Market, a platform for trusted third-party sellers, and was not listed in physical BIG W stores. The retailer emphasised that it conducts regular product reviews to ensure compliance with health and safety standards, as well as alignment with its brand ethos.