My sister in the effort to rethink pink, Peggy Orenstein, has reported on Abercrombie's "push-up" bikinis for girls 7-12 a couple of times. Today she noted that the retailer has removed "push-up" from the description, though not, apparently from the bras. In my research, I also noticed the sexualization of bathing suits for even younger girls. In the early 1990s, bathing suits for baby girls were almost always one-piece; “femininity” was expressed through color (not just pink), floral prints and ruffles. In the summer of 2010, on one shopping website, which aggregates items from multiple sources, one third of the girls’ bathing suits in sizes 0-12 months were two-piece styles, nearly all of them bikinis. Why do BABIES need bikinis? They certainly aren't practical, and they can't be as comfortable as a tank-style one-piece.
Hot off the presses!