In ancient times the Olympics were a time when all nations – all Greek nations, anyway – would put away their differences and compete in almost every human activity, from poetry to the ferocious no-rules wrestling event called pankration. Being the very best that humans could be was seen as the best way to honour the gods of Olympus. Though we’ve dropped the poetry and the blood sports, people watching the swimming or volleyball events might wonder if we’re on the way to bringing back the ancient tradition of competing in the nude. Revealing outfits – like those designed by Lululemon for the Canadian beach volleyball team – may be practical for those events, but they also shine a light on how dressing for sports can make us feel about ourselves. After all, it’s hard to feel good about your own body when you’ve just spent an hour watching the most perfect physiques in the world nearly naked.
People who make their living producing images, such as photographers, stylists, publicists, directors and pop idols, learn how to use those signs to convey the impression they want to make. Although teen girls who are trying to send a signal to their circle of friends and pop music producers who are trying to send a signal to an audience of millions are working on different scales, the principle is very much the same. Depending on your audience, you need to tailor the signals you send out very carefully. Even your age can have a certain amount of wiggle room when dressed in the right signs.
It’s been a rough couple of months for a brat. Or rather for Bratz – the giant-headed, almond-eyed, scantily dressed dolls that have been giving Barbie a scare for the last few years. One of the toy success stories of the last decade, the Bratz juggernaut now shows signs of slowing down: first, a $100 million judgment against the dolls’ manufacturer, MGA Entertainment, which ruled that the original designer first drew them while still under contract at Mattel; then a successful campaign by parents to keep Bratz books out of the Scholastic catalogue, which places books in thousands of schools across North America; and, most painfully, reports that stores have cut shelf space for Bratz by as much as 50 per cent.