Victoria’s Secret stores may have quite a bit more traffic than normal on April 6, but they shouldn’t expect it to generate a bunch of sales. A group called The Mommy Lobby is organizing a protest against the store due to a new ad campaign, Fox News reports.
The campaign, dubbed “Bright Young Things,” promotes the company’s PINK line of clothing. The line includes shirts, shorts, and swimsuits, as well as a selection of underwear with slogans like “Call Me” and “Dare You.” The ads feature younger women wearing pieces from the collection, while at the beach. Mommy Lobby CEO Cindy Chafin feels the campaign is marketing to girls who are too young for the clothing, saying, “They are free to run their product. We totally get that, but I think there comes a point where there are boundaries.” She adds, “Our daughters are not sex objects. We really want them to be innocent and young as long as possible…and [Victoria’s Secret is] not helping that.”
For their part, Victoria’s Secret says they are not marketing to young girls. In a post on their Facebook page, the company writes, “Victoria’s Secret PINK is a brand for college-aged women. Despite recent rumors, we have no plans to introduce a collection for younger women. ‘Bright Young Things’ was a slogan used in conjunction with the college spring break tradition.”
However, at a recent conference, Victoria’s Secret CFO Stuart Burgdoerfer claimed otherwise, saying, “When somebody’s 15 or 16 years old, what do they want to be? They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at PINK.”
Chafin hopes parents take part in the protest. “We’re asking people to go stand outside their local Victoria’s Secret store – together in groups – if they want to make signs they can make signs,” she says, though she hopes everyone stays respectful. Her message is simple: “What we are telling people is ‘in order to make effective change, you can be rebellious but you can’t be rude.'”