Girls...pad your bras!
Tesco, what could be loosely called the Wal-mart of Britain, has come out with a padded bra for pre-teens.A spokesman said: "It is a product designed for girls at that self-conscious age when they are just developing. It is designed to cover up, not flatter, and was developed after speaking to parents.
Incredible.
While its bad enough that women are perennially told to look prepubescent - hairless crotches, long straight hair, boyish frames- now actual prepubescent girls are being sexualized with larger breasts. Has this always been the case? Yes and no.
Let me do a little comparison of every good feminists proverbial toy nemesis: the Barbie.

The unrealistic body frame, the oversized breasts, the whiteness, the hollow goals (get Ken, get playhouse, get pink convertible)have been targeted by feminists since the Barbie made its debut in 1959. Barbie streamlined girls self-image and goals into a cookie-cutter life of girl-friend and mother that in many ways fit to the American ideal of womanhood in the 50s.

Enter what I see as Barbie 2.0.-the Bratz dolls. Add all the bad stuff about Barbie 1.0 stir in a little "ethnic" variation (i.e. shades of whiteness) to pre-empt charges of racism, add in unrealistic, Angelina Jolie-esque phenotypical features (big eyes, putty lips, small nose), and the expensive accessories that make them good, little capitalist consumers.
Women cannot continue to support living in a zone of liminality - never allowed to be 12 year old flat-chested girls or never allowed to be 50 year old wrinkling women with saggy tits. Products like padded bras for pre-teens or stripper poles for teenagers are never innocuous gadgets, rather they reflect a continual erosion in variations of femininity by creating a eunuch that is one-size fits all.
Oh, and here's an interesting aside, the etymology of the word Barbie is Greek for "foreign and strange". Indeed.
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