media release

DATE 19/09/08

heelarious? I think not

"Baby’s first high heels! No mistake, this is the latest fashion acessory hitting the stores", Senator Polley said.

"It recently came to my attention that high heeled baby booties are on the market. I feel this is pre-sexualising girls and I urge Australian parents to show some common sense and refrain from purchasing these heels.

"The tiny stillettos, called Heelarious, are intended for babies up to six months and come in hot pink, black satin and leopard print.

"I feel these shoes are inappropriate and disturbing. I strongly oppose the pre-sexualisation of children - this is going one step further - it is pre-sexualising infants.

"We need to seriously re-think the way society is pre-sexualising young girls. This is very irresponsible marketing on behalf of the company. It’s high time we let kids be kids", said Senator Polley.

"On the Heelarious Website, celebrities boast that their babies can get a ‘kick start on their strut and be top models in training before they leave their crib’.

"Retailing at $35.00 US, I feel this is gross exploitation of little children. Children are not a fashion accessory.

"This is a very dangerous path to be treading" said Senator Polley.

"Department stores are selling padded bras for six year olds, midriff tops for toddlers and pole dancing kits for kindergarten children.

"Why would a parent want to turn their child into a sex object? This is a very concerning trend".

Melbourne Psychologist Evelyn Field commented earlier this week that "treating children as adults was sending the wrong message".

For additional comments, contact Jessica Bowley on 03 6331 2599.