Let kids be kids - Don't Let Kids Grow Up Too Soon

Let kids be kids – Don’t Let Kids Grow Up Too Soon

Adult fashion companies are starting to recognise that there’s money to be made in children’s fashion.  But when adult clothing companies extend their markets to children, they sometimes do so with a ‘mini-me’ attitude.However, as child development experts point out, children are not just mini-adults and they shouldn’t be feeling concern about fashion or appearances.  […]

By Katrina RoeTuesday 12 Oct 2010ParentingReading Time: 1 minute

Adult fashion companies are starting to recognise that there’s money to be made in children’s fashion.  But when adult clothing companies extend their markets to children, they sometimes do so with a ‘mini-me’ attitude.

However, as child development experts point out, children are not just mini-adults and they shouldn’t be feeling concern about fashion or appearances.  The latest kids campaign by Witchery is an example of what child advocates call ‘adultification’.

The kids are portrayed in pouty, brooding poses, lounging around in adult style clothes, with not even the hint of a smile, a game or a toy in sight.

There’s something off-putting about kids posing in such a self-consciously bored way.

Listen Now – Julie Gale from Kids Free 2B Kids explains why they’re concerned about the campaign