To find these New Look school uniform adverts unacceptable?

[TheWildZebra]

Just that really - screen shot below.

mini skirts , cherries, twirling hair ?

am I a prude or are these just evidence of sexualisation of young women?

I'm guessing you don't have teens? You'll be traipsing round the shops with your teens once you do, and be glad to buy them anything which vague meets requirements of both them and the school.

Whatever your view OP, you've done New Look a huge favour. I didn't know they did school uniform and now all MNetters do.

Goodness - I am typically very open-minded but this is very inappropriate.

They will appealing to their target market, the skirts are shorter here!

Did you hurt yourself with that stretch?

I presume they just meant “top marks in style” and saying it gives a “9 in style” much more closely evokes the out-of-ten rating that’s applied to women and girls. They could’ve said top marks, but it’s not as snappy as A* and takes up more space ok the ad so not a great idea from a visual perspective.

Also I’ve never in my entire life seen the word fuck be substituted by a single asterisk.

And does “it’s giving a fuck in style” even mean anything?!

Cherries - terrible connotations, the ad shouldn’t have been signed off on that basis never mind if they’re having a moment / in season!

the black skirt, however, would be a vast improvement on the Lycra bum warmer micro skirts that the sixth formers wear at my DD’s private school. They look ridiculous but the school won’t discipline the girls in line with the uniform policy as they don’t want to “body shame” anyone (they wouldn’t be “body shaming”, just enforcing the school rules but it seemed a bit too much like hard work for the deputy head. Sorry - side rant)

The clothes aren't bad, I've had a look and there are a lot of normal shirts/cardigans/skirts.

I'd buy my DD the shirts without the ruched bits from there

Yuk. Vile. Has anyone emailed to complain. Can you imagine boys being put into these kind of poses. No.

I'd love to have been able to buy them uniform from New Look. Rather than pay £57 for a horrible pleated skirt from a particular supplier only.

Absolutely awful but then I don’t believe anyone under 18 should be allowed to wear a bikini. Yes, I’m a prude.

I've just had a look at how other brands market teen school uniform becuase this is exactly then way the teens I see wear their uniform.

Despite selling larges sizes, other brands don't picture children over about age 10 at all. They must have seen this minefield and decided not to get involved, leaving the DC to style the uniform pieces for themselves!

Awful. Not all publicity is good publicity, surely brands must know that by now. Doubt there was any risk of me buying more than a blouse there is the first place due to uniform rules but now I definitely won't.

that doesn’t even make sense
you can have sex but you can’t expose your stomach?

Thanks all for your responses. There’s no singular element of this that I’m like WOAH out of order, it’s just the whole image and positioning of it just smacks of Japanese schoolgirl fetish.

I don’t have time to write to ASA today but may do it over the next couple of days. Anyone else keen to sign/weite a complaint?

Definitely sexualised and inappropriate.

lol well in as much as I will have enraged an army of mums to complain to the ASA!

this came up on my Facebook and I don’t even have kids so their marketing is obviously doing well

I wouldn't buy mine the titchy Nike Pros they wear too, but someone must be. I guess if they pester their parents enough...

This!!! In Scotland however, uniform is not compulsory. My dd wears these kinds of things and there are a lot worse shorter skirts and outfits girls wear to school than this that I see when I drop her off.

I still can’t get over going to buy DD school shoes and the assistant suggesting a pair of Lelly Kelly’s that came with a free make up palette when DD was 7!

I should add, she is in high school though [ If it makes a difference]

Cherries are very trendy at the moment. Just fyi

All these things from teenage culture I’m so unaware of.

my knowledge of cherries this summer is that there’s a glut in the UK because of the hot weather that’s why their cheap(er than usual) at Tesco.

I thought the same when I saw it on TV the other day. The whole thing is unsettling.

It isn’t how they are dressed, it’s how they are posed. Anyone who thinks it is fine “because that’s what girls wear”, go and find a picture of “what boys wear” and see if they are posed in the same way.

“In Scotland” many schools do have compulsory uniform.