Monday, May 19, 2008

Beyonce's Clothing Line for Girls

I heard a lot of hub bub about her new ad for her company Dereon Girls. So I did some research. By the way, while doing this research I tried to download a video ad for her girl's line and my laptop got infected with a horrible virus. It took me all morning to fix the problem, my two anti-virus cleaners didn't so diddly squat. So $60 later (thank you Stopzilla- but I wish you were cheaper) it is finally removed. I hope the $20 rebate is for real.

Already I am not happy because I figure out Dereon is a play on the word derriere. So basically her company is called House of Booty. With a subdivision Booty Girls. Nice message for our girls. I checked out the clothes first. They carry girls size 7-14, some toddler and infant sizes. Clothes are not risque. Some are cute, most are not my taste. But there are no horrible text designs and nothing revealing or overtly sexual.

Next I check the ad. Hmmmmm...not showing any skin. But it is creepy to see toddlers pout suggestively, toddlers wearing more makeup than I did in the 80's, and toddlers not looking dressed up for fun, but instead dressed up for sex. I am all for women having healthy sex lives. But it is not appropriate, in my humble opinion, to flirt with your sexuality when you are 3 or 4 years old. Not even when you are 7-12 years old.

So Beyonce gets a thumbs down on her advertising campaign from Smart Girls Fun. Hopefully some of the bad press they are receiving will prompt them to rethink their girls' campaign.
If you have a Macy's store near you, they are carrying Dereon Girls. If you see any ad, in print or at the store, that you find offensive- consider speaking up about it to the manager. I complained (nicely of course!) to our local K-mart manager about their selection of girls' graphic tees here. He was considerate. Who knows? Maybe the more we complain, the more things will change.

1 comment: said...

Umm yea the pout is not sexy on a little girl or baby ... at least to a normal adult! I'm pretty tired of the sexualization of kids, myself. It's too bad someone cant just make a kids clothe line for kids, instead of projecting adult ideas into the designs. sigh. Thanks for sharing this!