Nationwide — Viola Davis has rejected Target’s apology after the retailer pulled a Halloween costume that sparked accusations of racist and blackface imagery. She said the company’s response failed to acknowledge the deeper pain and history connected to the images. The controversy started after photos of the costume spread online and drew criticism from social media users. Sold as the “Kids’ Glows under Blacklight Circus Clown,” the costume featured a black-and-orange bodysuit, a hood, a mini top hat, and a large, exaggerated smile showing rows of teeth.
A young Black boy modeled the costume in photos on Target’s website, which added to the backlash. According to People, critics also pointed to the child’s pose, saying it resembled negative depictions of Black people associated with the Jim Crow era. Target later removed the costume from its website and stores.
On Aug. 24, Target issued an apology and acknowledged that the costume should never have been sold. The company said it was no longer available and admitted, “As a company, we got this wrong, and we are deeply sorry.” Target also said it understood that the costume was especially hurtful to Black customers, employees, and business partners.
Davis addressed the apology on Instagram the following Tuesday, making clear that she did not accept it. “Target, I do not accept your apology, and I do not believe that you understand the impact… the pain… the dehumanization of the above. These images laid the foundation and the ideology for every atrocity that has been committed against my people.” She connected the controversy to the long history of racist imagery used to demean Black people.
Blackface became widely associated with minstrel shows, where white performers darkened their faces and used racist stereotypes to mock Black people. The controversy also comes as Target continues to face criticism over its decision to scale back several diversity, equity, and inclusion initiatives. The company has faced consumer boycotts and other backlash since making those changes, adding another layer to the reaction surrounding the Halloween costume.