Abstract
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Highlights
Children have become a central part of the consumerist economics in contemporary metropolitan centers of the globalized societies
The Danish media house Carl Allers Etablissement As reported that it starts publishing the Finnish version of the Danish fashion magazine Top Model, aimed at girls between 6–12 years old
The managing director of the magazine told that the market for little girls is “interesting, because it has not yet been totally conquered unlike for example the market for middle-aged women”
Summary
What is innocence exactly? How is it visualized in contemporary fashion advertisements? Let’s look at two advertisements, taken from the children’s high fashion magazine Vogue Bambini from 2008. Children were dressed and painted as miniature adults, while adults played with toys and read fairy-tales He notes that even though infancy was recognized as a stage of helplessness in the Middle Ages, childhood as a separate stage of being emerged only during the 17th century. Little girls were stripped off from their girdles and dressed in simple and comfortable frocks whereas boys were freed from their long coats, tight waistcoats, high-collared shirts and knee breeches and dressed in loosely fitting skeleton suits – much in the same way as the child models are dressed in these Dior advertisements. Focus was on children’s play and especially the child’s innocent body, which was represented as the opposite of the adult body Painters such as Thomas Gainsborough, Sir Thomas Lawrence and Sir Joshua Reynolds changed dramatically the way in which children were portrayed. The innocent, pretty and adorable child always turns the adult’s gaze towards itself, to this figure, which reaches to lost past and not-yet-here future, all at the same time
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