It is a for profit T-shirt company, by the way. And though they state in their FAQs that they sometimes use premium apparel companies for their products, the T-shirts that they are selling in this video are going for $5 bucks, to cheap to be premium and thus, cheaply purchased from companies where women and girls grossly exploited.
During my search, I also found this and mostly I agree.
Sadly, despite what major corporations and indie brands alike would have us believe, empowerment can neither be bottled nor sold. Commodification of feminism is not empowerment, and FCKH8 is not empowering girls or women through this video. Instead, they’re using girls as a means to a commercial end: to raise awareness of sexism to sell their t-shirts.
How ironic that a company that positions itself as feminist has no problem commodifying children in this way. Where is their sense of corporate responsibility? The ends don’t justify the means, and they never should have produced this ad.
I would feel differently if a video along these lines had been produced by girls as a way to find an audience for their authentic voices. If a group of young girls were passionate about combatting sexism in the U.S. and had decided to produce a video to raise awareness on the matter, and realized they could get their message out by swearing up a storm, more power to them—I’d applaud them for their creativity and media savvy.
But that’s not the case here. This video was scripted and slickly produced by a t-shirt company that evidently has no qualms about exploiting girls who are too young to understand the implications of the script they’re bringing to life.
http://rebeccahains.com/2014/10/22/fckh8s-f-bomb-princess-video-isnt-offensive-its-exploitative/
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