Have you ever wondered what do children think when they look at fashion advertisement?
The Spanish visual artist Yolanda Dominguez has, and the result of her recent project, “Niños vs Moda”, or “Kids vs Fashion”, shows us the reactions of eight-year-old children when shown campaigns of leading fashion houses, stirring up a very relevant and much-needed discussion that goes hand-in-hand with the #MeToo and #NoisNo movements.
We’ve grown used to seeing images of women in veiled ( and not so veiled) violent situations in fashion editorials carefully produced and glossed up with touches of glamour and sexiness. But children’s reactions to these photos, although humorous at first, expose the implicit violence and inequality of how women are viewed, hence treated, by the fashion industry.
In the eyes of these young children, the women in the fashion shots look hungry, sad, scared, drunk, drugged, ill, or dead, run over by a truck? In another campaign, children say the women are bad and are fighting; other seems to have fainted or to be dead, while the men in the fashion campaigns look like superheroes, studying to go to university or powerful and happy businesspeople. Most children offered to help these women, wanting to tell them not to be sad and scared, finding a shelter for them, or taking them to the hospital.
The hidden messages behind not only fashion campaigns but also movies and music that objectify women can, and will, influence the way women are treated in real life. The “Kids vs Fashion” project tackles a much-debated topic that shouldn’t be taken lightly if we want to see some real changes.