It’s no revelation that Victoria’s Secret wants teenage girls in its stores and through its checkout lines, full bags in hand. The lingerie giant views its Pink line, technically aimed at the college crowd, as its carrot-on-a-stick.
“When somebody’s 15 or 16 years old, what do they want to be?” asked the company’s CFO at a recent conference. “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.”
But with the line’s new “Bright Young Things” spring campaign, there’s growing concern that Victoria’s Secret wouldn’t mind even younger customers.
And that has Evan Dolive up in arms.
The father and interim minister at Bethany Christian Church in Houston, Tex., just penned an open letter to Victoria’s Secret, saying that marketing sexy bras and panties to middle school-age girls “makes me sick”:
I believe that this sends the wrong message to not only my daughter but to all young girls. I don’t want my daughter to ever think that her self-worth and acceptance by others is based on the choice of her undergarments.
Dolive is far from alone. “Victoria’s Secret is coming for your Middle Schooler” got his blood boiling first, as author Amy Gerwing expressed similar outrage:
As of this spring, the risqué brand will launch an undergarment line aimed specifically at pre-teens and young teen age girls. And lest you think that Victoria’s Secret has toned down their recognizably racy style to appeal to this younger demographic, think again.
The new brand called, “Bright Young Things,” includes lace black cheeksters with the word “Wild” emblazoned on it, green and white polka-dot hipsters screen printed with “Feeling Lucky?” and a lace trim thong with the words, “Call me” on the front.