There’s avant-garde and then there’s exploitation. This is exploitation.
Feministing called out this advertisement earlier this week, saying that sexualizing little girls sometimes just leaves a person with no words. The ad is from an old issue of Flaunt magazine for a clothing company called Chaser.
The text of the ad reads: “This collection of kids’ t-shirts from Chaser boast iconic rock art, classic logos and cheeky designs. Sized for infants and toddlers, the line proves you’re never to young to make a statement — with your clothing, at least.”
I don’t even know where to start picking this thing apart. There’s the caked-on makeup and the overblown hair and the fishnet stockings and the open mouths and the high-heels that are eleven sizes too big and the animal prints and the gloves and the fierce connection with the camera and every single one of these girls can walk like Mrs. J herself, I bet you one million dollars.
The first thing I thought of when I saw the ad was that these kindergartners come off like a band of Bratz dolls.
Bratz behind a fence:
Last year the American Psychological Association did a study on the sexualization of girls, and one of the things they named as a culprit for the the complete devaluation of women in America is these ridiculous dolls. You’ve got pre-schoolers evaluating their worth in terms of their sex appeal, you’ve got teenagers who were pushed into sexual discovery by teams of marketers, and you’ve got adult women who feel forced to conform to an adolescent standard of beauty.
Then you’ve got the U.S. State Department estimating that 760,000 children are trafficked across international borders every year and sold into the sex trade.
Oh, and over here are some little girls who could very well be hanging out at a recess fence dressed like prostitutes because some magazine and some clothing line teamed up to tell them you’re never too young be a sexual object.
Flaunt magazine, you have got it wrong, wrong, wrong. Sometimes you’re way too young to make a statement — with your clothing, or otherwise.
What do you think of Flaunt‘s ad?