Monday, March 17, 2014

"Dear" Gap - let the kids be, please.

I would like some kind of estimate of how many times, before she reaches 18, the average female gets to hear/read that it's important for her to be beautiful. The ad above is one current example.

Gap, why do you feel a need to alert kids to what they already are? Beautiful  is just one of the millions of things young humans/kids are.  Why, oh why does this one trait keep being singled out as the number one characteristic to strive for? And why target children with this tired message?

Let the kids just be.

ok so now have read up on the ideas behind the campaign:

 The theme for the spring GapKids collection is “Be Your Beautiful You.” The idea is that kids should be kids; that all kids, by virtue of being their playful selves, are beautiful. Kids are only kids for a finite period of time and we don’t need to rush them to dress like adults or or follow strict dress codes.

To me, this doesn't really change anything. Why is beautiful so important?


  1. hoping it's just linguistic sloppiness and "beautiful" is being used as a synonym for "wonderful" or "great" or "fantastic" as opposed to merely a description of how one looks. "beautiful you" implies that perhaps ALL OF YOU, all parts, are beautiful, no?

  2. I don't really care what kind of beautiful they're aiming for/celebrating. The fact that this one word is constantly being repeated to women and girls in absurdum is nauseating.

    It certainly is not directed at men and boys over and over and over and over. If it was so great and all-important then how come men don't use it to the same degree for themselves? They don't usually have a problem going for the good stuff themselves.

  3. just pointing out the child in that photograph could easily be a boy. don't let the hair fool you.

  4. you're not winning me over. even if it's a boy, the beautiful part can wait.

  5. i think beautiful can be used in ways other than merely describing appearance. it really can. i know what you mean, but i think it's a more forgiving word.


I welcome any comment, so happy to hear from you.