JC Penney Doesn’t Think You’ll be Very Smart. But you ARE Pretty!

I’m sure some of you have come across a picture of the t-shirt that JC Penney recently pulled from their website and for which they received a healthy dose of criticism and bewilderment. In case you missed it, take a gander below:

A picture of the unraveling of years of work, courtesy of JC Penney

On sale for girls between the ages of 7 and 16, we have a (100% cotton!) long-sleeve that says “I’m too pretty to do homework, so my brother has to do it for me.”

While I generally believe in giving people the benefit of the doubt, I find the trail of despair leading up to this travesty of childhood romping wear to be filled with too many witnesses to feel that this was done in error. Which, in turn, means that a lot of people at JC Penney thought this was funny.

This offense hits a lot of home runs – making ‘pretty’ and ‘intelligent’ mutually exclusive descriptions; saying that apparently being pretty is so exhausting and life-encompassing that homework just can’t be attended to (this particularly just doesn’t seem like a smart pic for a 6 year-old – if pretty is this exhausting, she’ll be burned out by 10); not-so-subtly prioritizing those batted eyes over brain activity; and, for the grand finale, adding that since being pretty is a lady’s job, the man has to pick up the slack in the smarts department. That’s a lot of manipulation for one t-shirt. You can be pretty but not also smart, being pretty takes a lot of work (doesn’t come naturally), pretty is prioritized and therefore takes precedence over being smart anyway, the boys can be the brains.

Taking a cursory glance over JC Penney’s other shirts, while the one above remains in a league of its own there are others that transgress the principles of healthy development. T-shirts that say “I’m a nerd” or “I love nerds” are the only ones in which the models are wearing  square-framed glasses; shirts that insert unnecessary interjections that should probably not be emphasized in written form, that say “Love is, like, forever”; and a shirt that shows a heart with a jagged line through it saying “if you break it, you buy it.” I didn’t know that a 10 year-old’s affection was for sale, much less that there was an insistence of ownership by the 10 year-old herself after she’d been emotionally trampled on.

Major retailers’ primary goal is profit – which means that while I’m not surprised that they aren’t particularly concerned with the social impact of their clothing, I do find it interesting that JCP thought these kind of dated gender messages would bring in the cash.

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2 Comments

Filed under Child Development and Child Health, Defining Gender, Education, Feminism, Pop Culture, Sexism

2 responses to “JC Penney Doesn’t Think You’ll be Very Smart. But you ARE Pretty!

  1. Was it JCP that pulled their “Home Skooled” T-shirts a number of years ago?

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