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They cater to what writer Wendy Shalit claims is a growing movement of “girls gone mild”—teens and young women who are rejecting promiscuous “bad girl” roles embodied by Britney Spears, Bratz Dolls and the nameless, shirtless thousands in “Girls Gone Wild” videos. Instead, these girls cover up, insist on enforced curfews on college campuses, bring their moms on their dates and pledge to stay virgins until married. And they spread the word: in Pennsylvania, a group of high-school girls “girlcotted” Abercrombie & Fitch for selling T shirts with suggestive slogans (WHO NEEDS BRAINS WHEN YOU HAVE THESE?). Newly launched Eliza magazine bills itself as a “modest fashion” magazine for the 17- to 34-year-old demographic. Macy’s has begun carrying garments by Shade clothing, which was founded by two Mormon women wanting trendy, but not-revealing, clothes.

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