In the financially-strapped world of fashion, younger and younger girls are appearing in adult fashion ad campaigns. A 10-year-old so-called "supermodel" recently graced the glossy pages of French Vogue, all dolled-up, suggestively positioned on a couch with a sultry stare. 13-year-old actress Elle Fanning posed for high-fashion designer Marc Jacobson, looking wise beyond her years as she glared vacantly into the camera clutching a purse. Her sister Dakota, at 17 an industry vet, is featured in an ad for Marc Jacobs’ new perfume “Oh Lola!” with the flower-blooming bottle positioned between her legs.
Then there’s 14-year-old Oscar nominee Hailee Steinfield sporting feminine ensembles as the model for the Miu Miu August/Winter 2011 campaign, and “Keeping Up With the Kardashians” starlet Kendall Jenner inking a deal to become the face of Australian swimwear label Leah Madden's Summer 2012 campaign “Pirouette.” As for Prada’s fall campaign? It features a bevy of young beauties suggestively stroking their clothing. One of the models was reportedly 13 years old when the ads were shot.
"The fashion industry shouldn't be using kids, tweens or teens in mature fashion campaigns because it sexualizes young girls in the name of art. Portraying young girls as fully sexualized adults obscures the fact that they are only 'posing' in adult roles,” says pop culture expert Jessica Wakeman. “This contributes to a society that's desensitized to the inappropriateness of making little girls into Lolitas for the enjoyment of adult men. I question why young girls are dressed up like adults in revealing outfits, hair and makeup."
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