chapter  2
Fashion and Sexualization
Pages 20

The sexualization of childhood can start early and this often happens in terms of the way in which children dress and present themselves to the world. Clothing products that are targeted at children, and increasingly at pre-teenage girls, use adult-oriented marketing strategies and promotional claims to attract young consumers. In February 2007, a catalogue for children’s clothes published by No Added Sugar was criticized by the UK’s Advertising Standards Authority (ASA) for showing images featuring a young girl in sexually suggestive poses. Two images respectively displayed a pre-teenage girl on all fours on a chest of drawers and lying down in the back seat of a car. Another image of a young boy in low-slung jeans pushing a car was also criticized for containing sexualizing connotations. The firm was instructed to desist from using these images.1