Food for thought: The spy who sold out
Forgiving a pretty face
Facebook to agencies: how will people share your story?
Is “The Pitch” an accurate reflection of our industry?
Skinny jeans: slim through the thighs and knees, slimmer still through the calves and ankles. The uncontested hipster uniform. Let’s face it: if you’re a 20-something art director reading this, you’re probably wearing them right now. Skinny jeans are not for everyone and they require a bit of struggling to get into. Especially if you’re a baby.
So why are we marketing them to babies?
But there it is. Skinny jeans are this season’s latest trend: fresh off the change table and now in your local windows of Gap, American Eagle Outfitters, Levi’s and Old Navy. They’re the latest age-inappropriate item marketed to the six months to nine-year-old girl set. Naturally, this product has (and should) generate some controversy around using terms like “skinny” and “super skinny” in children’s clothing markets. The fear: that it will prematurely nudge them onto the never-ending diet train that plagues women for much of their lives. Not to mention the obvious hyper-sexualized subtext of tight pants – or, indeed, tight anything.
It may seem preposterous. They’re just tapered pants we’re talking about here. But maybe mini-adult clothes really do come with mini-adult problems. Maybe the conversation needs to be extended from the imagery and messages that kids encounter in the media and in advertising, to the perceived market for products of this kind. Products are created in response to demand. Have we come to the point where hot pants for two year-olds is a viable product space?
What do you think? Is marketing skinny jeans inappropriate to tots? Or is it just another pair of pants?
Gerald Flach
August 26, 2010 @ 10:45 am
I was dissapointed when I realized this article was not about those awesome Jean printed diapers. Looking like number one when he’s doing number two is a priority for my toddler.
Skinny jeans on anyone but the Ramones look kind of silly. But on babies maybee hilarious. Point me to the nearest Gap.
Warren Haas
August 26, 2010 @ 10:58 am
Am I alone in thinking that a Ramones cover band made up entirely of babies would be adorable?
Leilah
August 26, 2010 @ 11:15 am
It’ll be like Babykrieg Bop!
Warren Haas
August 26, 2010 @ 11:52 am
Or Rock ‘n’ Roll Pre-School.
Curtis Westman
August 26, 2010 @ 1:14 pm
All the kids wanna go to the zoo /
All the kids want somethin’ to do
Vlad Dascalu
August 26, 2010 @ 1:16 pm
Ha Ha! Best comment by Mr. Flach over there.
Another term for “Skinny/Slim (anything) Jeans” is “Tailored” or “Modern Fit”. But what if (hypothetically speaking) Jeans had always been tailored to fit the user and just recently Hipsters & Babies alike started to wearing baggy pants.. would we be discussing the rise of Gangstas and Thugs? and how our society is dwindling down to a barbaric culture?
I’m a big fan of tailored clothing. Its classy.
Kevin
August 27, 2010 @ 11:39 am
they’re just trousers made to sell until we make an issue about them.