Viola Davis appears willing to move forward with Target after its controversial Halloween costume sparked outrage. The actress initially rejected the retailer’s apology. However, she now says rebuilding trust will depend on concrete changes, including renewed DEI efforts and stronger support for Black-owned businesses. Over the years, Davis has been upfront in championing Black causes, advocating for equal pay for Black actresses, and revealing how she’s been turned down for roles because of her color.
Viola Davis has finally de-escalated her criticism of Target, opening the door to forgiveness after previously rejecting the retailer’s apology over an offensive Halloween costume.
The Oscar winner was approached at LAX on Friday and asked whether Target could regain consumers’ trust following the controversy. Davis told TMZ that forgiveness is possible, saying, “There is always room for forgiveness. There is… In my world.”
However, the actress said she believes the company needs to demonstrate meaningful change. Among the steps she wants to see are restoring diversity, equity, and inclusion initiatives and providing greater support for Black-owned businesses.
Davis also made it clear that Target must ensure similarly offensive products do not make it onto shelves again.
Davis Previously Rejected Target’s Apology
Before softening her stance, Davis publicly rejected Target’s apology for its Halloween howler, slamming the company for the act and accusing it of ignoring the pain that followed.
The EGOT winner took to her Instagram page on Tuesday to share screenshots of an article conveying the retail giant’s apology, and another about how the controversy stemmed from the backlash over the unsettling children’s Halloween costume and the racist caricature it resembled.
“Target, I do not accept your apology, and I do not believe that you understand the impact… the pain… the dehumanization of the above,” she wrote in the caption.
“These images laid the foundation and the ideology for every atrocity that has been committed against my people. We MATTER!! You have shown us that you are not on OUR side,” she concluded.
Target Admits Halloween Costume Was ‘Offensive’ And ‘Hurtful’
The retailer has since pulled the “offensive” product from its online offerings and physical locations, admitting in a statement that it was “hurtful for our Black guests, team members and partners,” without providing further details.
“As a company, we know we got this wrong, and we are deeply sorry,” Target said. “The costume is offensive and should never have been part of our assortment.”
“Removing the costume is an important first step, and the company is looking closely at how this happened and what needs to change to ensure this won’t happen again,” they added.
Target Faces Fresh DEI Backlash Amid Costume Controversy
Images circulating online show that the controversy began when the company posted an item titled the “Kids’ Glows under Blacklight Circus Clown Halloween Costume.”
The listing showed a photo of a young Black child wearing an orange-and-black jumpsuit, black gloves, and a mask with an exaggerated, wide-toothed grin.
The incident comes at a sensitive moment for the retail giant, which has faced backlash and consumer pushback after scaling back several of its corporate diversity, equity, and inclusion (DEI) initiatives, per the BBC.
Viola Davis Has Never Shied Away From Black Issues
Over the years, Davis has remained outspoken about Black causes, advocating in 2020 that Black actresses get the same pay as their white counterparts.
“I want, and I expect to get the same filet mignon that white actresses get, cooked at the exact temperature,” she told InStyle magazine. “You cannot throw me a bone with a really nice little piece of meat still on it and expect that’s good enough for me.”
“I love my collard greens and all of that, and I know we were given the leftovers,” she added. “I know how to cook that, but I want a filet mignon.”
She went on to describe how tough it is for actresses to discuss how much they earn among themselves because of “ego,” and how people then realize they were making much less than assumed.
The Woman King star then added that she was advocating for “solidarity with everyone — solidarity with Caucasian women and women of color.”
“The differences in pay and the lack of access to opportunities are huge. I fully expect changes. I’m trying to lift my hopes up,” she said.
