How Feminist Is Your Bra?

By Hannah R. Winsten | April 17, 2014

Good afternoon folks! Now that our collective excitement over the Blood Moon has subsided and the moon has returned to its normal, non-bloody state, we’re going to take some time to talk about everyone’s favorite things. Rush Limbaugh wants them to stop staring at him, and Microsoft wants them to keep you from getting fat. You know where I’m going with this.

We’re talking about boobs this morning.

High school student Megan Grassel is the world’s latest boob-centric entrepreneur, having recently opened a small business called Yellowberry, which allegedly sells non-sexual bras for young girls.

Megan got the idea for the lovely little company when she took her baby sister bra shopping. According to Megan, she was “appalled” by the selection of bras available for her sister’s age group. Filled with push-up padding and covered in sequins, she found the bra selection to be hypersexual and totally inappropriate for her tweenaged sister.

So, like any budding entrepreneur, Megan saw a business opportunity. She recognized a gap in the market — non-sexual bras for younger girls, according to her — and she decided to fill it. One uber-successful Kickstarter campaign later, Yellowberry was born. The company sells neon-colored cotton bras, with no padding or sequins, aimed at girls between 11 and 15 years old. At $42.95 a pop, the store has already sold out. Megan’s a one-woman business success.

Now, before anything else, let’s talk about how this is pretty awesome on a bunch of levels. Women-owned businesses are awesome. Products that are made by and for women are awesome. Megan’s entrepreneurial spirit, smarts, and business acumen are super impressive and I applaud her for it.

However.

Let’s talk about the reason why she started Yellowberry in the first place.

Megan was freaked out by the bras that existed in the market. She deemed padding and sequins too sexual. But what if you’re just a fan of sequin-covered, sparkly, happy things? What about sequins makes bras sexual? What about padding?

The fact that bras are used to cover and support breasts. The breasts themselves are what make bras sexual. Not the fact that they’re covered in sequins. Not the fact that they’re padded. Taken alone, those facts are just descriptors added onto a piece of cloth and (maybe) wire. But Megan and her thoughts on how breasts should and shouldn’t be presented are what sexualized those bras.

And that’s kind of an issue. While Megan’s busy being appalled at how inappropriate these padded, sequined bras are, she’s simultaneously demonizing young girls who might like to wear them.

There’s an element of slut-shaming here, and a fear around the concept of adolescent sexuality. If these bras are so disgustingly hypersexual, what does that say about the girl who chooses to sport it? Presumably, that she’s some kind of oversexed harlot — not just a girl who might think sequins are fun.

Folks, I know what it’s like to be an oversexed young girl. I started growing boobs when I was in fourth grade. Everyone — from the kids in school right down to my own parents — couldn’t wrap their heads around the fact that I was young and had breasts.

They were discussed at length. What I could wear because of them, what I couldn’t wear because of them, how I should stand, where I should go, who I should talk to. My breasts were simultaneously an asset and a huge threat. They made me cool. They made me slutty. They made me precocious and dangerous and fast.

So whenever anyone starts getting anxious about young girls and how overly sexual their breasts are, I get concerned.

What are we really saying to our teenaged girls when we shame them for wanting to wear padded, sequined bras? What message are we sending when a bra store called Yellowberry pops up, whose existence is a direct reaction to societal anxieties around adolescent breasts and sexuality?

We’re saying that young women, their bodies, and their sexualities are threatening. Their breasts need to be tamed. Their sexuality needs to be managed and contained.

So, Megan Grassel, I applaud your entrepreneurship and your colorful, no-frills bras. But I hope you’ll reevaluate your motivation for making them.

—

Hannah R. Winsten (@HannahRWinsten) is a freelance copywriter, marketing consultant, and blogger living in New York’s sixth borough. She hates tweeting but does it anyway. She aspires to be the next Rachel Maddow.

Featured image courtesy of [Ralf Roletschek via Wikipedia]