The campaign reignited media debate about the sexualisation of children by fashion retailers.
But retail heavyweight Witchery has been cleared of any wrongdoing over a childrenswear creative launched for the spring/summer 2010 season. The Advertising Standards Bureau dismissed complaints relating to both the Witchery Kids online catalogue and a print campaign in Melbourne’s Child magazine.
Both creatives featured brooding children posing in or around a vintage Kombi van, fully clothed in garments from the inaugural range. Complainants alleged the styling and “defiant” model poses were of a sexual nature.
“A broken heart necklace; the sunglasses of the young boy looking away; the connotation of the back seat of the bus,” one wrote.
However, the Advertising Standards Board ruled the children were not presented in a sexualised manner and the poses held were suitable for their age. Witchery also defended the campaign at length, stating it was misconstrued in a manner which the company did not intend.
“Witchery does not support the sexualisation of children,” Witchery stated in its response.
“This accusation is not valid and furthermore we reject the suggestion that we would intentionally convey children in this light.”
Assia Benmedjdoub