In relation to primary - hmm, I definitely think that parents pay more attention to children’s fashions and haircuts and so on than they used to. But I grew up in a middle-class though not massively affluent area in the north during the 80s, and looking back at primary school photos, the kids’ actual faces look pretty similar to the kids at my DD’s school — it’s just the haircuts that look a bit dodgy!
My DD’s school is in a very diverse but still pretty affluent area, and yes there as plenty of swishy-haired Boden-wearing kids but there are also plenty of normal looking kids too who still however look healthy, just not like child models. There is more of an emphasis on healthy diet and exercise, definitely, but also more interest in children’s clothes — though not to excess. My DD’s friends tend to be on the Boden-wearing side, but none of them are allowed makeup or earrings and so on; and they tend to be mostly found in shorts and a t-shirt, or a jersey dress. I think parents do pay more attention to haircuts and teeth as well as nice clothes though. As in my post above, my mum was very hot on health and diet, and us being clean and having healthy teeth, but was not interested in the cosmetic side of things and allowed me some truly terrible haircuts and clothes! They were expensive good quality clothes, but very dorky by the fashions of the time. She also didn’t “do” hair and so from an early age I had to put my own pudding-bowl hair up, which resulted in a fair number of eye-poppingly bad hairstyles 🤣
My primary-age DD has massively lucked out genetically with swishy blonde hair and my own mum’s lovely green eyes <jealous 😂> but I also am mindful of how my own mum didn’t care about whether I had fashionable clothes and hair, so I probably do spend too much time on her clothes and making sure they look in style and so on. To the point where I ask her what she wants and she will say “I like whatever you buy, mum”!
I will definitely be making sure she has help with skin, hair and managing teenage acne or weight and so on later on, because I was really left to my own devices with that and I had a lot of self-esteem issues as a result. It wasn’t until well into my 20s when I learned how to dress well and make the most of my looks, when I started having some proper disposable income for the first time. If I had realised how to do so earlier, or had someone to help give me advice, I would really have benefited hugely as a child and teenager!