It starts young..

Sex in advertising and in general never really bothered me pre-Chloe. Let's face it, it's how most of the 20-something (and for some of us, into 30-something) people are motivated to do a lot of things--most of all, buy stuff and well, you know. But the "grooming" for girl/boy behavior starts really early, earlier than i knew until i shopped in baby gap. Not even talking about color--i have to admit i like pink on chloe--but clothing..well..constrictions. I bought chloe some jeans there some time back and had to return them because they were tight and made her walk funny--legs straight out, like a lazy ss soldier. And when i examined the jeans it wasnt that they were too small, it was the cut..."skinny jeans." Now, chloe is built like her momma--and her little butt was smooshed and uncomfortable and the legs tapered down and were just too tight. I brought them back to the store and asked if they have a different style. "low rise" the sales woman tell me. low rise? on a toddler? are you kidding? So finally i asked her if she found it a little strange that the girls jeans are constricting and fashion driven while the boy jeans are baggy and comfy looking. "well," she replied "the boy's jeans are more for playing." i left before my mouth started. What the hell do you think Chloe is doing, goin to the club? Doesnt she have the right to be comfy? apparently not. Girls, you know those jeans you look good in but cant wait to get out of? the are grooming the girls early for that.

On the design end, the gap's little girl tshirts have words like princess and butterflies, the boys have sesame street and trucks. I think with children, it's really easy to fall into these stereotypes and think them harmless. Trucks for boys, fairies for girls. And that plays right into the adult images of helpless, pretty women and the men who can save them.