This issue first piqued my interest when I read Rev. Evan Dolive's open letter to Victoria's Secret about their decision to launch a new line of underwear aimed at adolescent girls.
Don't get me wrong - I am a fan of the VS brand. I have used their perfumes, purchased their lingerie and enjoyed their fashion shows. But I am doing it at an age where I am confident enough, and old enough to understand that my self worth is not based on the size of my body. If I am healthy and happy with myself - that is the most important thing.
But definitely at 13 - this was not the case. And I remember feeling awkward, and unhappy and impressionable. And this is how the average pre-pubescent girl feels. And in the highly commercialized and - dare I say - sexualized world we live in - if as an adult women I still battle feelings of self worth - I can't even imagine what they go through now.
Sex sells. That is undeniable. And sure that is not always a bad thing. It's not just hot women that are worth marketing - check out this ad by Coke and you'll see what I mean. But should we be using sex as a marketing technique for children? They after all do draw their impressions of the world from what they see in media (Hello Disney anyone? Who else tried to chat to squirrels?) - and this is what we are teaching them.
I'm disappointed in VS. I admired the brand for being so flagrantly sexy - but making that a GOOD thing. They know their adult market - and gave it a very 'women in control' flavor. But this is not for young girls who are still discovering who they are. As Rev. Evan Dolive says,
"The new brand called, “Bright Young Things,” includes lace black cheeksters with the word “Wild” emblazoned on it, green and white polka-dot hipsters screen printed with “Feeling Lucky?” and a lace trim thong with the words, “Call me” on the front." (The Black Sphere:Victoria’s Secret is coming for your Middle Schooler)
Don't get me wrong - I am a fan of the VS brand. I have used their perfumes, purchased their lingerie and enjoyed their fashion shows. But I am doing it at an age where I am confident enough, and old enough to understand that my self worth is not based on the size of my body. If I am healthy and happy with myself - that is the most important thing.But definitely at 13 - this was not the case. And I remember feeling awkward, and unhappy and impressionable. And this is how the average pre-pubescent girl feels. And in the highly commercialized and - dare I say - sexualized world we live in - if as an adult women I still battle feelings of self worth - I can't even imagine what they go through now.
Sex sells. That is undeniable. And sure that is not always a bad thing. It's not just hot women that are worth marketing - check out this ad by Coke and you'll see what I mean. But should we be using sex as a marketing technique for children? They after all do draw their impressions of the world from what they see in media (Hello Disney anyone? Who else tried to chat to squirrels?) - and this is what we are teaching them.
I'm disappointed in VS. I admired the brand for being so flagrantly sexy - but making that a GOOD thing. They know their adult market - and gave it a very 'women in control' flavor. But this is not for young girls who are still discovering who they are. As Rev. Evan Dolive says,
I want my daughter (and every girl) to be faced with tough decisions in her formative years of adolescence. Decisions like should I be a doctor or a lawyer? Should I take calculus as a junior or a senior? Do I want to go to Texas A&M or University of Texas or some Ivy League School? Should I raise awareness for slave trafficking or lack of water in developing nations? There are many, many more questions that all young women should be asking themselves… not will a boy (or girl) like me if I wear a “call me” thong?
I want my daughter to know that she is perfect the way she is; I want my daughter to know that no matter what underwear she is wearing it does not define her.
I believe that this new line “Bright Young Things” thwarts the efforts of empowering young women in this country. “Bright Young Things” gives off the message that women are sex objects. This new line promotes it at a dangerously young age.C'mon VS. If you want to market to young girls - make it fun, innocent and sweet. Not sexual and lacy.
Comments
Spot on! I don't know what VS is thinking, marketing this stuff to such young girls. I'm all for sexual openness and education, but this lingerie isn't about that, is it? It turns sex into a game, into a "dare". When one is old enough, one may well decide that that is their idea of sex. But at 13? I can only shudder at the impact of this stuff on impressionable young girls.
Very, very disappointed in VS.
"I'm disappointed in VS. I admired the brand for being so flagrantly sexy - but making that a GOOD thing. They know their adult market - and gave it a very 'women in control' flavor. But this is not for young girls who are still discovering who they are" - This bit really spoke out to me because it's just so so true, I mean I honestly just find it so bizarre.
It's sad that my 6 year old niece knows the word sexy thanks to gangam style, it's sad that these panties are going to be the hottest thing in the teenage world and not a Harry potter book or some chick flick!
Is all I'm saying...
VS may not be marketing to them - but they are still blurring the lines between young and adult. And they are not the only brand guilty of this.
Lea