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January 28, 2023
New Burberry ad features a - person - showing off their double mastectomy scars
British luxury brand Burberry has taken its new campaign in a different, less straight direction. Their newest ad now features a topless trans-identified model with scars from their gender-affirming double mastectomy.
\u201c.@Burberry\u2019s latest ad is promoting young physically healthy women getting double mastectomies.\u201d— Libs of TikTok (@Libs of TikTok) 1674672434
The ad is part of Burberry's new Valentine's campaign called "B:MINE". The feature of the surgical scars has prompted criticism that Burberry is glamorizing gender-transition procedures and could potentially negatively impact young girls. Or, Burberry is just trying to rack up some "wokeism" and "inclusivity" brownie points. Either way, the impact is the same.
Young girls are particularly susceptible to media messages and campaigns about their weight, style, looks, etc. And studies suggest transgenderism may be no different.
A 2018 paper published in PLOS ONE found that social contagion could be a major factor in adolescent gender transitions. Author Lisa Littman found among the adolescents reported on—83% of whom were biologically female—more than one-third had friendship groups in which 50% or more of the youths began to identify as transgender in a similar time frame.
Abigail Shrier, author of "Irreversible Damage," argues that such social contagion has caused anxious, depressed young girls to turn to gender transition, when in another era they may have turned to anorexia or bulimia. She wrote, "A girl never expresses any discomfort with her biological sex until puberty, when anxiety and depression descend. The girl struggles to make friends. She immerses in social media and discovers transgender gurus. Or her school holds an assembly celebrating gender journeys or hosts a Gay-Straight Alliance club pushing gender ideology. At first, she tries out a new name and pronouns. Her school encourages her, keeping all this a secret from her parents. Then, she wants more."
If a young girl merely watching one of her peers transition could motivate her to transition herself, it's not a far leap to hypothesize that glamorizing transition surgeries in media could have the same impact. But hooray for inclusivity!
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