This week, Victoria’s Secret launched their new line of lingerie called “Bright Young Things”, and while they say that the line is targeted toward the college age crowd, when your CFO and Executive Vice President says, “When somebody’s 15 or 16 years old, what do they want to be? They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at PINK,” I kinda have to wonder who’s telling the truth.
Now, I’m not prude, but really- “Feeling Lucky” “Call Me” “Wild”? They are things that even I would blush to have splashed on my bottom. However, sadly this marketing is less unusual than it should be and coming dangerously close to being considered the norm. Last month, Sketchers unveiled their new line of Tween targeted shoes, called… wait for it…. wait.. Daddy’$ Money. No, I’m not kidding.
Parents everywhere where outraged and posts popped up everywhere about the sneakers with the hidden 2 inch wedge heel (a two inch heel for a developing body- SMART right? Ugh). Some say it’s a sign of the times, little girls growing up too quickly. But when you think about it, this way of thinking has been around for years. Just check out some examples in the slideshow below…some will make you seriously wonder about the world.
I’m the mother of a 5 yr old little girl, and I am trying as hard as possible to have her grow up to be a confident, smart, well rounded female who can be anything she wants to be. Every time I see marketing that not only undermines my intelligence as a parent (right- Daddy’$ Money means nothing…HA), but instills the belief that my daughter will only be valued for her body or how “cool” she is, it makes me scared for the future. Scared because of the fact that not only is this frame of mind still out there, but because despite the strides women have made in the decades prior, not only is the marketing of these items highly pushed, but there are people being paid really well to create such garbage.
Do you think marketing towards young girls has gone too far?
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