Working on a college campus means that I get an eyeful of the latest in women's undergarment fashion on a daily basis. I see the color, outline, and (often) the detailing on the thong, panty, or g-string du jour ... I'm a complete stranger and these girls have all of their wares out on display. It makes me very uncomfortable -- not because I'm a prude, but because I wonder if they're even thinking about what it is that they're literally buying into.
I'm also not a fan of the color pink (the infantilization of women -- especially by women -- pisses me off), and I've hated the Victoria's Secret "PINK" line (and Juicy Couture) since, well forever. It's not just that butts are used as billboards by teens and twenty-somethings, it's that PINK is slang for vagina. Say it with me, people: va-gi-na. That just doesn't have the same marketing ring now, does it?
Attire for the thinking woman
March 1st, 2008
Every time I see a thirteen year old girl clunking through an airport or a mall in Ugg boots and a matching velour tracksuit with the word PINK embroidered across her tender young buttocks in collegiate-style lettering, I can’t help but think there is something distastefully wrong with the message. So, I had a good guffaw-coffee-through-the-nose-hole moment today when I read that the CEO of Victoria’s Secret feels that her company has “gotten off our heritage” (wha…?…the woman needs to look up the definition of the word) by becoming “too sexy.”
The company, according to her, needs a return to their intended ideal of ultra-feminine and I have to agree, since there are a lot of things more feminine than women (of all ages) browsing the aisles of Costco, clad in Victoria’s Secret PUSSY PINK line? When I see that young girl obliviously advertising her vagina across her backside as she boards a Southwest flight to Scottsdale, smacking her bubble gum, holding her In Style magazine and squeezing the oversized teddy bear tucked under her arm, I don’t instantly associate her with ultra-feminine. Of course, it could be that the Uggs cancel out the feminine quota of the tush lettering.
In aiming for the über-femme, I think the CEO should take a more direct approach; a more educational, empowering, PSA sort of angle. I suggest she go straight-up blatant on the consumer with her ass-messages and begin offering a line with choices like LABIA, MONS, PUBIS, VULVA and CLITORIS. Maybe that’s too clinical for some, but I’d wear those pants long before I ever shook my milkshake with a euphemism for my lady bits plastered on it. Because those other words? Those words are ultra-feminine.