Er, from what we gather, it's because it's pink.
Scarlett Johansson has shown her support for American pro-abortion charity Planned Parenthood, by being one of a few celebrities to design a limited edition T-shirt as part of their 'Women Are Watching' campaign, which aims to educate young voters about women's health issues and women's rights.
The tee she came up with is pink, embellished with a retro-style cartoon of a wartime male politician and the words, 'Hey Politicians! The 1950s called...' on the front, and 'They want their sexism back!' on the back of it.
The tops are going to be sold for $25 (about £15) and intend to spread awareness about the outdated mindsets of most of those in governmental power.
So far, so good, right? Well no, apparently not. Because poor Scar-Jo has received a crazy amount of stick for her well-intentioned actions, and it seems it's mainly because the T-shirt is pink. Well not just that, but there have been accusations that it's "not remotely profound", and The Cut deemed it generally "unsightly":
"Unfortunately, the T-shirts are upsetting. The typeface, in particular, gallivanted down a particularly bumpy road to this cotton, but the unattractive centerpiece of the shirt is the floating head of a cartoon ghoul with a mid-century haircut and the smile of a demon. He appears alongside a severed hand holding up an old-timey phone. In conclusion: The best of intentions have gone awry, design-wise."
And even Scarlett's reasons for designing the charity tee have been lashed out at. She explained she wanted to participate because "when I heard that some politicians were cheering the [American] Supreme Court's decision to give bosses the right to interfere in our access to birth control, I thought I had woken up in another decade. I was appalled by the thought of men taking away women's ability to make our own personal health care decisions." Which is completely fair enough.
But one commentator patronisingly responds to her intentions, saying "Ms. Johansson seems to believe that if an employer does not pay for something, you can't have it. That, my dear, is faulty logic."
Of course 'Ms. Johansson' probably understands that just because some employers are no longer supplying their workers with contraception, it doesn't mean they won't ever be able to use it again. But she's probably responding to the fact that the ruling will make it more difficult for those in tough financial situations to get the birth control they want, need or deserve.
The way we see it, yes, fair enough her T-shirt may not be groundbreaking in the fashion stakes, her slogan might not be all that novel, and it's unlikely to single-handedly change the state of women's rights in the whole of the United States. But isn't it the gesture that counts? The message that's sent to young women when they see an aspirational actress like Scarlett Johansson going out of her way to support an important cause?
Scarlett doesn't claim to be a fashion designer, so might we all just be be able to cast our hyper-critical eyes aside and feel pleased that some people somewhere are trying to make a difference as best they can?
It's for a good cause, but they are pretty damn tacky.