S PECI A L R E P OR T
Girl Power rising BRANDS AND RETAILERS ARE EMPOWERING GIRLS LIKE NEVER BEFORE, AND IT’S MORE THAN JUST WORDS.
IRL POWER IS MUCH more than just a hashtag. This rising movement to make girls strong, empowered and heard is as nuanced, complex and diverse as the gender it serves. Brands, retailers, celebrities, moms and kids have all leaned into this, lifting girls up with respect, support and inspiration. The first place to start, agree brands and retailers, is stomping out stereotypes. While it’s certainly okay for girls to be girly, there’s a yearning for a broader definition. Frustrated by the fact that girls get unicorns and princesses while boys often get “whiz kid” and “genius”-
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themed apparel, many moms have created their own lines. “I don’t mind my daughter wearing blue and green [versus pink], but I feared she’d believe that science-related topics were only for boys,” says Emilee Palomino, who founded Smarty Girl legging brand in 2016 with trucks, airplanes and robots printed on girls’ leggings, not to mention its sold-out chemistry print. “Gender stereotypes discouraging girls from being brave, curious and scientifically-minded are in nearly all kids’ products, perpetuating the underrepresentation of women in STEM. They need to know STEM is for them!”
