There’s been,” says Abi Moore, a 38-year-old freelance television producer, “a wholesale pinkification of girls. It’s everywhere; you can’t escape it. And it needs to change. It sells children a lie – that there’s only one way to be a ‘proper girl’ – and it sets them on a journey, at a very, very early age. It’s a signpost, telling them that beauty is more valued than brains; it limits horizons, and it restricts ambitions.”
and yet people still support sexist organisations such as the Lingerie Football League.