The over-sexualization of women in the media is no secret to the fashion industry. In this day and age, one of the major issues facing young girls is their self-esteem: which can sometimes be a direct product of external influences. From the ripe age of as young as four years old, girls are bombarded with advertisements, posters, videos, TV shows and so on that tells them what it means to be a woman: and ultimately what it means to be beautiful. Leave it to the French to keep stirring the pot of the lingerie industry with a recent 2011 campaign for an undergarments line targeted towards 4-12 year olds. The name of the company is Jours Apres Lunes: the recent ad campaign features young girls styled and dressed in a way that’s reminiscent of a Victoria’s Secret campaign. This brings me to beg the question: how much is too much? Where does the fashion industry draw the line between innovation and unethical? Some words/comments that have been thrown around to describe these campaigns were: “Inappropriate”, “Does not sit well”, “Disturbing”, and “Shocking”. The company website featured bras and panties with lace overlays, pearl embellishments, and crystal studs all over: this is all coupled with the girls of varying ages posing in a manner that some would deem provocative.

One of the pictures from the Jours Apres Lunes Ad Campaign

Since the age of modelling has rose in the past 20 years, the general public have become increasingly used to young girls posing in magazines: but in my opinion this is taking it a little too far. There are certain things that a young girl should hold sacred: their childhood and innocence, in particular. These campaigns potentially have serious implications if major North American companies such as Victoria’s Secret and La Vie en Rose adopt this trend as well.

Growing up too fast? I think yes.