Victoria’s Secret: Aiming at Pre-Teens?

There have been many news reports in the last week or so on this subject with conflicting information about whether or not Victoria’s Secret’s line, “Bright Young Things” is targeting middle school girls. Many parents are enraged, some mothers vowing to never buy from Victoria’s Secret (VS) again; other reports deny the claim.

The recent tagline, “Bright Young  Things” was, reportedly, part of the PINK line for VS’s college spring break advertising. Stuart Burgdoerfer, CFO of Victoria’s Secret was quoted saying, “When somebody’s 15 or 16-years-old, what do they want to be? They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at Pink.”

MAGIC?! That is part of the problem–encouraging girls to be older. Why?! Girls grow up fast enough! There is plenty of stress put on girls at home, at school, and among their peers to cause plenty of anxiety and depression. The pressure alone makes them “older” and, to a degree, is unhealthy. Most girls I know look forward to being older- for various reasons, but I see no reason to encourage this via a clothing line.



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