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?

It's the sexualisation of girls. Not young women.
Such a shame, I was about to buy school trousers .

You're right. Boys would not be photographed like this, with their mouths open, looking flirtatious. I don't care if everyone's daughter dresses like this at school, the adverts should just show what's for sale.

I'd leave fruit entirely out of it.

I agree.

Cherries and bows are a popular motif this summer.

Great. I wonder who's behind that.

At the local secondary where they are not strict on uniform, it's this and worse they wear.
At the one where they are strict, they hitch up the skirts once clear of the school gate.
At the one where they only moderately strict, they usually look pretty smart and most of the girls wear trousers.

As regards the photos they are a bit lacking in taste terms, plus even the not strict on uniform school wouldn't allow the not tucked in shirt.

But it’s all interlinked and advertising like this is fuelling that sexualised way of dressing…

That's not making the point you think it is

I agree the pictures are awful.

The whole advert is awful.

This has got past various people at head office…this speaks to New Look as a brand.

Yuk.

It is actually not compulsory in Scotland. What you are referring to are more like the school rules. The Scottish Government had never made school uniform compulsory. I think private schools would be different.

The top left image is a sexualised pose. It just is. It’s practically that Japanese anime orgasm face.

The top right is ok.

The lower right again, bunches, head tilt, coy look to the camera, lips parted… hip pop.

A boy would be pictured either mid activity, focus on what he’s doing, or assertive (possibly cheeky) look directly at the camera.

Thing is, it’s not sexual because they are children but it IS sexual because that’s how girls are posed and that’s how adult women are posed as sexy schoolgirls.

Regressive. Still.

It doesn’t matter what girls at your local secondary look like. Girls have always tried to look older, wear makeup, roll their skirts up but as adults we shouldn’t be encouraging flirtatious, sexualised behaviours and posed and telling them this what they should look like. That’s what this advert is doing

Urgh, so much high street noncery this week. M&S wants male staff to help 14 year old girls shop for bras and New Look tells everyone that for girls, school is about looking sultry in tiny skirts and loads of make-up.

They don’t seem to do boys clothes anymore but imagine they wouldn’t have had young lads in tiny grey shorts and rolled up shirt sleeves doing steely male model poses, with a focus on how good they’ll look in the hallways.

And if these girls in the picture are actually children, what was the direction for them on this shoot? Guess the photographer or art director was there asking them to twirl their hair and have their mouths slightly open etc as they do with women models 🤢 🚩

And some might think that’s a bit creepy since it’s adults that create these trends because they are the ones steering popular culture and fashion.

The top left one is shocking.

So many posters are getting confused by two separate things

1. teen girls quite often want to look ‘sexy’ for others their age, and roll their skirts up etc
2. a clothing company shouldn’t be sexualising teen girls in their ads as we all know the sexy schoolgirl motif is something many adults (ie men) are into.

Why can't they be depicted DOING things? It's school uniform fgs. So, in a lab, taking a book off a shelf, kicking or catching a ball. There's a multiplicity of poses they could have depicted. But they went with these.

We've just had a summer of young women triumphing on a football pitch. These poses, as well as being reductive are also weirdly old fashioned (but not in a good way!)

I suspect there are more than a few nonce's in the clothes picking departments for quite a few big name stores.

Dd prefers a gothic house on the prairie look, thank God. We often go straight to the boys section for clothes as she detests the tight rags that somehow manage to both infantalise and sexualise young girls.

Compared to the way some secondary school girls dress, that's mild.

Skirts barely longer than belts and you can literally see their arse / knickers as they walk up stairs ahead of you at the station.

Imagine marketing to teenage boys like this

Of course girls roll up their skirts and tie their shirts, we did it too. That doesn't mean the uniform store, representing the grown ups, tries to sell the clothes by posing the kids pouting and twirling their hair and adding cherries, ffs.

The cherries are fine. It’s not a reference to virginity in this case, it’s just the popular motif of the summer that companies are putting on everything because it’s selling. Last summer it was strawberries. Cherry Coach bag and Owala attached for examples.

It’s the pictures themselves that are the problem. Especially the first one, which really does look like something out of pornography. Vile.

Believe it or not those girls skirts are longer than some of them on the school girls I've seen around here. Some of them are horrifically short and cover nothing

Absolutely grim photos. I wouldn’t give them my money.

School uniform isn’t compulsory in any of the UK. It’s down to the individual schools or governing bodies, what uniform policy they want to adopt.