Gina Tricot slammed for marketing 'creepy' clothing line to young girls

Swedish fashion chain Gina Tricot faces strong criticism for its new "Young petite" collection, which targets girls in preschool and elementary school. The line features makeup, youth-styled clothing, and promotes the young wearers as "youngest trendsetters" and "icons," drawing accusations of sexualizing children.

Critics argue that while young girls naturally gravitate toward the exciting world of older teens, Gina Tricot's marketing crosses a line. The "Young petite" models are depicted with makeup and hairstyles mimicking older youths, and their clothing mirrors adult fashion trends, including low necklines, tight fits, and short lengths. This approach is seen as a disturbing escalation from the brand's previous "teen" collection for ages 9-14.

The retailer has faced massive protests, with the Swedish Advertising Ombudsman (Reklamombudsmannen) already reprimanding Gina Tricot for its sexualizing and demeaning marketing practices. The "Young petite" collection has pushed the issue from "sad" to "directly creepy," according to the article's author.

This controversy unfolds against a backdrop of societal trends where young people are perceived as staying youthful longer. However, the article highlights a contrasting trend of children, even at a young age, becoming increasingly immersed in youth culture through constant access to media via personal devices.