Tesco’s and British Home Stores have both been slammed for selling cleavage-enhancing bra’s and underwear with junk like “LITTLE MISS NAUGHTY” written on aimed at 7-9 year old girls.
You read that correctly. Seven to nine. You know what I was doing when I was 7-9? Not caring to wear slogans with blatant sexual innuendo over my butt. That’s what. In all honesty, I was either setting up ’skate ramps’ with my sister, repeatedly jumping off high places with an opened umbrella thinking “this time I’ll get carried off by the wind”, or wearing Power Ranger roller blades and skating around obstacle courses Rachel and I made. It wasn’t that I was unaware of sex (I went to public school – nothing I heard after the age of nine surprised me, sadly), I just didn’t see how it had anything to do with me and my roller-blades.
A BHS spokesperson said (regarding their “Little Miss Naughty” range) that it was “Harmless Fun”. Stupid comment, since encouraging a nine-year old to think of her underwear as a brand on her butt proclaiming her “Little Miss Naughty” is irresponsibly furthering a freakish agenda to sexualise children, not ‘harmless fun’. That said, it’s primarily a parent’s responsibility and not BHS’ to encourage daughters to view their bodies as being something more than a hot piece of paedophilic dream content. BHS eventually withdrew the range.
Tesco’s, however, refused to withdraw the cleavage-enhancing padded bra FOR SEVEN YEAR OLDS because apparently, girls who are seven are “at that self-conscious age when they are developing”… If your seven year old is exhibiting signs of self-consciousness about the INEVITABLE FLATNESS OF HER PRE-PUBESCENT CHEST, then parents should have deeper concerns than buying her a padded bra. It’s bad enough that a cleavage-enhancing bra could be argued to be the insignia of self-consciousness for maybe…. a fourteen/fifteen year old, but for a seven-year old? No worries though. If Tesco’s can’t kit your seven-year old daughter out in a padded bra, they’ll sell her a Pole-Dancing Kit instead (yup, they really sold those and yes they were in the TOY section).
The issue of boobs being sexualised has been on my mind for a while now. Nursing is on the horizon so my thoughts have turned in that direction. Before I go any further, I’m not a fan of overt, public breastfeeding. The majority of Western women I know who strip their shirts off and sit there topless ‘in order to feed their baby’ are often more interested in making a point and yelling “WHAT YOU LOOKING AT? THIS IS WHAT THEY’RE FOR” than actually feeding their baby.
Since breasts are essentially globs of fat and tissue designed for nursing, I’ve tried to avoid stigmatising them as a primarily sexual thing. It offends me that Western society is so hell-bent on ignoring the natural function of boobs in favour of what seems to be arbitrary, sexual, stigmatisation of lumps of flesh (Muslim’s find women’s hair sexy, Western men are attracted to women’s chests, I dunno if that explains it). Accepting the fact that I can’t single-handedly undo Westerners obsession with the chest, the least society can do is recognise the natural function of breasts, which is not (surprise!) the sexual stimulation of men.
Not only does society blag on as if the sole function of a women’s chest should be sexual in nature, but they also advocate what size a womans chest should be to attain in order to wear particular kinds of clothing, attract particular types of men, or worst of all, feel good about herself. The sickest thing here is that society is fickle, and their idea of the ideal chest changes. Sure, there’s always the page-3 demographic, but then you have fashion purveyors like Urban Outfitters who might tell you one season that having a bust is in (get out those tight t-shirts!) but the next season, they’re advocating swimsuits like this:

which essentially tells me that, according to Urban Outfitters, boobs just aren’t in this season, and unless you look like a pre-pubescent child, you can’t wear half their wares. Obviously this is kind of a stupid example, you’d have to be an idiot to undergo boob reductions/enhancements in order to wear whatever the high-street is pushing but it annoys me that breasts seem to be little more then an optional fashion accessory to the majority of designers. All they’re doing is reinforcing the idea that boobs are there to be accentuated or ignored for the sake of a particular image. The paper-thin silver-lining to this advocacy of flat-chests is that perhaps dense people might consider flat-chested girls as equally sexy to their more busty counterparts now that they have the media’s stamp of approval. Eugh.
In saying all this, I’m not arguing for us to go burning our bras or anything. I reckon a woman’s form should be an appropriately celebrated thing. I just spit on the notion that a woman’s body is only worth celebrating if it’s perceived as sexy. Sex appeal is overrated for one, but it becomes dangerous when it’s a force strong enough to decrease the self-esteem of our seven year olds, wreck the way our nine-year olds think of their bodies, or encourage women to warp their bodies in order to feel better about themselves.
And while I’m ranting on about bras. I’m always blown away when I visit department stores and see the racks of GEL/WATER/CRAZY bras for sale. You know. The ones where it looks like a bra, but on closer inspection it’s actually a couple of water-balloons sewn into a piece of junk. I’ve mistaken these so-called ‘cleavage-enhancing’ creations as mastectomy bras before.
Anyway. I don’t remember the point I was trying to make. I’m just mad at Tesco’s for pushing sex on seven year olds without even an hint of apology.