Victorias Secret has a new line of underwear they want to launch for tweens called Bright Young Things which put the words “Call Me” & Wild on lace underwear for middle school girls. If you read my blog you know I don’t flip out often but honestly I’m so over companies sexualizing the young girls of the world. But we too have a part to play. I was hoping it wasn’t true but of course another company bites the dust. Is there something in your twisted and numb minds that tells you it’s OK to market underwear that say “Call me” to 12 year olds? Or even 15 years olds? Apparently there is.
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.
Chief Financial Officer Stuart Burgdoerfer of Limited Brands, of which Victorias Secret is a subsidiary, announced the company’s new marketing demographic at a recent conference, claiming about younger girls:
“They want to be older, and they want to be cool like the girl in college, and that’s part of the magic.”
Magic?! Are you a total and complete ( fill in your own word I’m trying to keep my post clean) Mr Burgdoerfer? Do you think it’s Magic? When a 15 year old gets pregnant? NO I’m pretty sure that it’s not.
And they don’t need to be OLDER. When can our daughters just act the age they actually are? They will grow up soon enough we don’t need you pushing your sexual products on our babies. Or are you determined not to let that happen Mr. Burgdoerfer? What’s next? I don’t even want to know.
I’m not sure if you have a daughter of your own sir. But if you did have a 12 year old I’m pretty sure you wouldn’t want her wearing lace panties with the words “call me” on them. And if you do sir than you have deeper issues than your idiotic marketing campaign.
I’ll include other links to this post at the bottom so you can see for yourself what has been said. But please if you are as tired as I am of companies sexualizing our children please tell them to stop the line. I mean honestly teen girls don’t need to be wearing sexy underwear they want to show off. As a parent I don’t want them showing any underwear off! I am so thankful that my daughter is only 2 years old. But for all the parents of tweens out there I really hope this bothers you as much as it bothers me. But unless you use your voice then this line will come out and land on the bottoms of middle school girls around the country. And that will be a very sad day.
Listen if you are a parent and you are reading this the only way that this type of stupidity will stop is if you stop it with your wallet.
Tweet them. I’ve made it easy for you here: Tweet this
— Lisa Cash Hanson (@Mompreneurmogul) March 24, 2013
Then visit their facebook page and demand they stop the line.
Other related articles:
In Cinderella Ate My Daughter and on her blog, Peggy Orenstein writes about age compression: “Here’s how that works: products are initially pitched to older kids; younger ones who want to be ‘cool’ like their older brothers and sister latch onto them making them instantly anathema to the original demographic. Since for girls being cool means looking ‘hot’ we’ve seen a downward drift of things like spa birthday parties (now the rage among pre-schoolers) and cosmetic use.” Very clearly, the Bright Young Things line follows this same logic and furthers a trend of sexualizing girls younger and younger. What is further problematic is the use of the noun “things.” Victoria’s Secret already has the “Sexy Little Things” and “Pretty Little Things” lines, which follow a slippery logic of sexualization and the fantasy of women as sex objects, but it’s not clear if the things are the garments or the women wearing them. Very tricky. With Bright Young Things, however, the adjective “young” gives away what “things” refers to. I don’t think people often refer to clothing as “young” (“youthful,” sure) and so it seems more likely that the things in question are the girls who are the target for the line. The logic of sexualization, under the guise of “coolness” is pretty damn clear. With the caption on the image above, you see that they refer to the clothing as “brighter than ever,” which seems like an attempt to be ambiguous like in Sexy Little Things. If you ask me, however, it’s wholly unconvincing.