Merchants of Cool: Midriff

5/21/19

One topic discussed in Merchants of Cool that I found interesting was the “midriff.” The movie showed clips of girls in their early teen years trying to get parts as models or actresses in commercials. To get the part, they all were wearing tiny crop tops, had fake tans, and were very skinny. I don’t think at age thirteen these girls knew what they were doing by selling their bodies for a commercial or the media. They simply do it because they want to make money and become famous. In my opinion, this is a horrible idea for young girls. Britney, a character we followed throughout Merchants of Cool was just thirteen years old when she started going to auditions specifically looking for a midriff model. The media valued this idea so much and practically had the idea of a perfect model in every ad, movie, commercial, etc. In the media today, there is much more of a variety of girls. I think merchants now look for diversity rather than the typical skinny white girl we have seen in the past. Using the midriff archetype, girls were consumed by appearance. This idea is still very popular today, but just like any other trend, there are new ideals forming now. By using the midriff characters, merchants tried to sell a lifestyle, like if you buy the shirt this girl is wearing, you’ll be famous, rich, and beautiful just like her. I don’t think it’s bad for young girls to want to be a model and show off their bodies however they want, but I think it’s different when girls grow up trying to be this certain figure and hating themselves if they don’t. Ultimately, I just don’t think girls are using the midriff idea in a positive way. In recent ads, we have seen girls of all different colors and sizes, which is much more beneficial to the merchants and girls growing up that see this. I am glad to say the midriff archetype has become less popular, and instead a healthy and happy archetype has replaced it.