Australian chain Witchery has come under fire this week after their debut kidswear campaign has been deemed "offensive." Noni Hazlehurst, former Play School presenter and ambassador for Barnardos, has attacked the trend to use highly stylised, mini-me fashion images to promote young children's clothing: "They look like recalcitrant teenagers, I think this is a really dangerous direction...The whole point of early childhood is to be joyous and free." The WitcheryKids ads promote the new range which includes military separates, nautical stripes, harem pants and trench coats, a far cry from emblazoned cartoon character motifs and primary colours we've come to expect from kids clothing. A compaint targeted at the store by Kids Free 2B Kids claims that the ads "do not portray kids in a ‘playful' or ‘real' way....rather they are posed and styled as brooding precocious teenagers." The range undeniably mirrors the current trends in adult clothing, but do kids really need to be this trendy? What do you think — does this campaign and clothing range adultify kids?
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