Nothing says “fall fashion” quite like a cozy midweight scarf… and apparently, a side of political theory.
Target has come under fire after its fall fashion Instagram ads were found promoting Karl Marx’s seminal work Capital, alongside typical women’s apparel, The Post has learned. The campaign, aimed at urban women, has raised eyebrows as the retailer continues to navigate a turbulent cultural landscape.
The ad, spotted by a Post employee scrolling through Instagram, featured standard fall items such as knee-high riding boots, a faux leather midi skirt, and MAC lip pencils. Midway through the carousel, however, shoppers were presented with a chance to purchase Marx’s Capital, described as a “new arrivals” item.
“Capital – by Karl Marx (Paperback) New arrivals are here! Discover the latest must-haves at Target,” the ad read. The employee, bemused, commented on the irony of a major capitalist retailer selling a book critiquing capitalism, noting the juxtaposition with luxury goods.
Copies of Capital are widely available online through Target, Amazon, and other booksellers. Still, the inclusion of the book in a fashion-focused ad campaign is unusual for the Minneapolis-based chain.
Target is no stranger to controversy. In 2023, it faced a major boycott over its Pride collection, which included LGBTQ+ themed children’s clothing and “tuck-friendly” women’s swimsuits. The backlash contributed to Target reporting its first quarterly sales drop in six years, which it attributed to customers’ negative reactions to its rainbow-themed merchandise.
Earlier this year, in a bid to distance itself from a far-left image and align more closely with the current presidential administration under President Trump, Target announced it would wind down its DEI (diversity, equity, and inclusion) programs. The company also stopped reporting to the Human Rights Campaign’s Corporate Equality Index.
Beyond politics, Target has been contending with rising shoplifting and violence in stores, which led to the closure of nine locations in 2023 due to safety concerns. Investors have also expressed frustration with recent leadership decisions, pushing the company’s shares down 7% after the appointment of new CEO Michael Fiddelke.
Capital itself is a dense critique of capitalism, portraying capitalists as extracting “living labor” from workers and calling for revolutionary change. Over the 20th century, Marx’s ideas influenced communist governments worldwide, often with deadly consequences.
Target did not respond to requests for comment on the inclusion of Marx’s book in its Instagram campaigns. According to the company, its advertising platform, Roundel, collaborates with brands to create “personalized ad campaigns that bring guests the offers and products they love,” using data like age, gender, location, and income to target potential buyers.