Yet another fashion item has been marketed to children that is not age appropriate. The new padded bra on bikinis are aimed at children as young as 7 years old and follows the sale of padded bras, G strings for girls under 10 years old, Playboy stationary and pole dancing kits.
However there has been a strong reaction to this latest attempt at the premature sexualisation of young girls. In the UK a leading retailer has withdrawn their bikinis and apologised for any offence they may have caused.
Australian author Maggie Hamilton and Generation Next seminar speaker warns that “Tweens wear sexy clothing because companies encourage them to believe this will help them take their place in the world… Companies know how much tweens want to be teenagers and use this to sell the products teen girls enjoy – make up, music and fashions. However with teen products come teen aspirations”.
The Royal Australian and New Zealand College of Psychiatrists is also concerned about the sexualisation of children. “Sexualisation of children involves the imposition of adult models of sexual behaviour and sexuality on to children and adolescents at developmentally inappropriate stages and in opposition to the healthy development of sexuality. It encompasses sexual objectification and representation of children in adult sexual ways and in ways that imply the child’s value is dependent on conforming to a particular appearance, sexual display or behaviours,” said Professor Louise Newman, President of The Royal Australian and New Zealand College of Psychiatrists.
“There is growing evidence that premature exposure to adult sexual images and values has a negative impact on the psychological development of children, particularly on self-esteem, body image and understanding of sexuality and relationships,” Professor Newman said.
The growing demand to have these items of clothing taken off the racks is coming from parents, especially mothers who are forming pressure groups and online forums to lobby for the protection of all children.
Overseas Julie Roberts, founder of Mumsnet, a parenting website also champions the “Let Girls Be Girls” campaign which has successfully persuaded several UK retailers to withdraw clothing that promotes the sexualisation of young girls.
So far UK stores Marks & Spencer, George at Asda, Boden, House of Fraser, Mothercare and Start-rite have all backed the campaign by withdrawing products which might compromise the innocence of young people, especially girls.
Penny Nicholls of The Children’s Society, validates these views “We know from our research that commercial pressures towards premature sexualisation and unprincipled advertising are damaging children’s well-being… while children themselves feel under pressure to keep up with the latest trends. We need a significant change at the heart of society where adults stand up for better values.”
Finally, a recent report by psychologist Dr Linda Papadopoulos “The Sexualisation of Young People” confirmed that “By over-emphasising their sexuality through fashion, it may make it harder for girls to value themselves for other aspects of their identity”. Read the full report “The Sexualisation of Young People’ at the Generation Next website.
Writer Helen Splarn. Editor Dr Ramesh Manocha.
Thank goodness for mums who protect their children from a society who would sell them to the highest bidder. Thank goodness for the groups they form to express their anger about it and use their influence to stop it.
Maybe some of the good men can get on board. Dads protecting their children from being chewed up in our sexualized and materialistic culture would have a big impact too.
Well done also to those who say “no” to buying the products for their children and standing their ground against a huge amount of pressure from their kids and peers.
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