| Is it old fashioned to hark back to an idyllic era where | | | | simple, quality children’s clothing so readily |
| girls dressed as girls, boys as boys and childhood | | | | available. Little wonder that those with a conscience |
| existed beyond the age of 5? This may not be a | | | | who believe that this really does matter turn away |
| new topic but it is one which is guaranteed to stir up | | | | from the high street and seek an alternative online. |
| strong opinions in most people, particularly parents | | | | Luckily as consumers we do have that option and |
| and grandparents. | | | | can vote with our feet by putting our money where |
| Take a walk down any UK high street these days | | | | our beliefs are. |
| and much of the kids clothing you see is a mini-me | | | | The clothes we wear represent much more than |
| version of adults clothing. Skimpy tops adorned with | | | | surface appearance. They reflect our individuality, |
| glitter for girls and low slung jeans studded with logos | | | | what we believe in and stand for, and in the case of |
| and chains for boys are typical of the kids fashion | | | | children, what we as responsible adults caring for and |
| style you will see. ‘What is wrong with kids | | | | guiding our children believe in. It is possible to |
| following fashion?’ may be your initial response | | | | encourage independence and free thinking among our |
| to this, but perhaps you should stop to consider | | | | children without encouraging them to dress |
| whether in a society where children are sexualised at | | | | provocatively or inappropriately for their age. It is |
| an increasingly young age it is a good idea to be | | | | possible to dress them and, as they grow up, allow |
| mass marketing this kind of clothing in the first | | | | them to choose their own clothes that reflect a |
| place? By doing so aren’t we responsible for | | | | contemporary, forward thinking approach without |
| perpetuating the moral values we claim to so | | | | being tacky, degrading or slaves to advertising |
| deplore? Maybe the issue at stake here is whether | | | | slogans. |
| it is the kids following fashion themselves, or the | | | | With so much of our life spent as adults |
| parents who are encouraging their kids to follow in | | | | shouldn’t we be looking for ways such as this to |
| their own fashion footsteps? | | | | allow our kids to simply be kids and enjoy life? If |
| What can be established is that purchasing this type | | | | this is deemed old fashioned, then what is wrong |
| of heavily branded, adult orientated, often | | | | with upholding certain principles and values that should |
| provocative merchandise only serves to endorse its | | | | be allowed to stand the test of time and not wither |
| very existence in the first place. We do after all live | | | | in the face of the modern world? With the right |
| in a supply and demand society. One view is that | | | | approach and selective consumerism this can be done |
| UK consumers are left with little alternative due to a | | | | without having to cocoon our children in an outdated |
| lack of choice in the market place – it’s true | | | | society or at the detriment of their own individual |
| that unlike France, Spain or other European countries | | | | development. |
| Britain does just not seem to have the choice of | | | | |