MOMS Excuse Me, Target? Alessandra Rizzotti

Is this what pregnancy looks like? (Image from target.com)

Dear Target,

I know you want to make pregnancy look sexy while trying to sell over-sized hosiery, but since when did women, about to give birth, ever think that heels were a great idea?  If you, Target, really believe in making a pregnant woman feel empowered enough to ignore her swelling feet and go out for an elegant evening with her baby daddy, then I am okay with you.  But, as of right now, those RED heels do not indicate to me that that was the intention of your ad department, because RED indicates that those pregnant women could be “ladies of the night”.  I just want you, Target.com, to know that because of those red heels, I’m a little uncomfortable right now as I skim your “Intimates” section to find some granny panties.  And no, I don’t care if it makes you uncomfortable to know that I enjoy granny panties.

I know that red can signify “love”, “romance”, or “Valentine’s Day”, but why advertise that pregnant women like those things?  We CLEARLY know they do.  Heels don’t need to EMPHASIZE that. Please, all you pregnant women out there, will you tell me if I’m wrong about this pregnancy/heel thing?  Because as someone who severely injured her foot, I hate heels, so if I ever become pregnant, I know I won’t be able to sport this look.  And, another thing,  Target.com, why do you make pumping breasts for milk look like such a casual activity?  This woman looks soooo happy about her breast pump and I am sure it is the most uncomfortable thing ever (maybe prove me wrong, pregnant women out there?)…

Just casually getting on the computer to surf the web! (Image from Target.com)

Just talking on the phone about dinner plans!

I mean, it’s great that women can multi-task with a breast pump on, but breast pumps look like combat suits, so don’t these women need to be prepared for battle?

This breast pump came out of 'The Matrix' (Image from Target.com)

Target, please reconsider the way you photograph your products.  If you’re advertising leggings or tights, heels don’t need to be involved.  And, if you’re advertising a breast pump, just show the pump close up, as you would a bra, for example.  These are just some ideas.  You need not take them all.   I am purely suggesting so that I can continue going onto your website, Target.com without feeling uncomfortable about being a woman.

Thank you,

Alessandra Rizzotti

 

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  1. This is hilarious. I have to admit some of Target’s advertising is a little over the top especially the 2fer breast pump(s) on an actual model.

  2. I totally wore heels, dresses, make up, my hair was did at all times while I was pregnant with both of my girls. With my second I wore heels until I was about 8.5 months pregnant. For me it was about making myself feel pretty. It made me feel better about carrying the extra baby weight and feeling like the best dressed or hottest girl in the room. It’s a strange thing to look in the mirror and see your body pregnant. One day you love it, its the body of a life-giving goddess, another day its just you, a strange fat odd shaped you, other days your like “hmmm how can I hide this” or “where did my feet go!”and believe me when people start saying things like “Whoa you’re huge! Do you have twins in there?!” It makes for an emotional day. What woman is okay with “You’re huge!”?

    So yeah with all that negativity, and don’t get me wrong every person in the room will comment on how beautiful you look, its the negative ones that stick. And for me… it was about looking my best to feel better. Even after the birth you feel like you were just tossed outta a plane and landed on a seesaw, you don’t wanna look like it!

    The breast pump baaahaa haa.

  3. I think pregnancy is different for everyone. For example, my mom wore three inch high heels to work everyday throughout most of her pregnancy almost until the ninth month. Then again, my mom says her feet were never swollen, she had no cravings, and very few mood swings (plus 3 deliveries where one lasted at the most 1 hour and at the shortest only 20 minutes). If I ever have kids, I want to be like her!!!

  4. I have not been pregnant but I know many people who have, and isn’t wearing heels bad for the kid? Because it’s bad for you back even when you’re NOT pregnant (I still wear them anyway tehe)
    I have nothing wrong with these products, the pump actually seems rather nice, but I’m not sure how I feel on the tights………

  5. i wore heels off and on during my pregnancy, right up until the very end. I have always loved getting dressed up and girly, so when i was pregnant and feeling frumpy i would get dressed up and go out with my friends or husband. now, usually i was sitting down most of the night, so it’s not like i was out dancing, but i totally would have rocked those red heels while pregnant.

  6. oh dear!

    Anonymous | 11/04/2011 11:11 am
  7. not all pregnant women/new moms want to look like slobs. we’re lucky we have fashionable choices nowadays and don’t only have the muumuu option. hopefully target will be open in canada by the time i have baby number 2.

  8. BAH! I wore heels all the way through my pregnancy with my twins! Also, pumping does freaking hurt and my bra thing like that one was a life-saver, so I’m definitely not phased by it…Maybe refrain from looking in the maternity section if it weirds you out so?

    • WOW you wore heels with twins en route? I couldnt manage anything but sneakers and granny shoes while I was pregnant LOL. You are right, my dear, about those hands-free bras being very handy. When I had to pump, I was immediately thirsty and reaching for my water, but my hands were occupied until I got one of those. Pumping is not supposed to hurt though…maybe you were using the wrong size flange? Always kinds felt good to me.

  9. The top one is a real baby bump. The others look fake. So, they get heels.

  10. It’s just advertising.

    The heels are probably red because that’s Target’s logo color (and if Target’s color was blue, the heels would be blue). If you’re trying to make it some sort of truth that the color red belongs solely to “ladies of the night,” then you need a reality check. That really is only your personal judgement. Look around you, red is everywhere on everyone all the time; not just the feet of shady ladies. Also, they probably chose to advertise the pregnant models wearing heels to give the illusion that the tights make you comfortable to do just that. All the pregnant ladies and mommies on here just said that heels are a pain during pregnancy, so wouldn’t you want some tights that made you comfortable enough to wear those beloved pretty heels that you are suddenly too uncomfortable to wear for nine months? And honestly, I think you’re giving this way too much thought, when I first glanced at the picture, I didn’t even notice the heels, I just looked at the focal point of the picture, the tights. If anything, the shoes are just decoration.

    About the breast pump, again, it’s just advertising. They could advertise it according to your suggestion, in the way they advertise a bra, but that would make it look more scary than it already sounds. Showing a smiling woman that can seemingly still go about her day as planned while wearing the pump makes it look more doable and less frighteningly foreign.

    None of this makes me feel personally “uncomfortable about being a woman.” Actually, I’m glad that there are so many accommodating products for women. And I wouldn’t let a little heel get in the way of my appreciation.

  11. Those breast pumps freaked me out!

  12. My little one is turning a year old this week and I vividly remember how badly my feet would swell and keeping them dunked in buckets of cold water with ice. I would have not only hurt myself wearing those heels, I would have been compelled to hurt someone else most likely :). I also remember my doctor telling me ,after about 4 months, that heels were dangerous for me and I would be very upset if I fell on my belly and hurt the baby. I loved my Dr! ALSO… the breast pump images…. GIVE ME A BREAK! They should show a fat lady in sweat pants with a sleep mask, breast feeding the baby with one arm and the pump on the other side while simultaneously washing bottles!! That would be much more realistic! HA!

  13. I typed up a big response to this article, but I decided to just go with this: reading the statement “RED indicates that those pregnant women could be “ladies of the night”” is the CRAZIEST (and also lamest) thing I have read. I just can’t even wrap my mind around the logic in that.

  14. As a mom to a five month old, I couldn’t wear heels past, like, month 4. By then the belly was swelling (2nd kid – belly popped faster), not to mention my feet. I could not fit my tubby feet in the cute little heels – not that I should with my body being so front-heavy anyway. And as for pumping? I hate it. No woman pumping would look so pleasant even with an angel kid that slept through the night and never cried. Not to mention, pumping requires relaxation. So while “hands-free” could be useful, I hardly see how a mom could get her max output while multi-tasking. I would use it just to try to prevent a mess from happening. (Which is why I usually pump just one side at a time – but maybe I’m just not so coordinated)

  15. pregnancy really messes with your balance so I was falling around in flats, let alone heels. Also, there is no way I’d be doing all my house chores with a breast pump attached (she is also way too rested and flat-tummied to be a mummy of a newborn).

  16. Um. Speaking as a previously preggo…I cannot imagine heels while pregnant (though I have known some who have worn them for special events like weddings). Your body is all misshapen and your carrying your weight differently then you would normaly…and probably waddling…so add heels to that and you get an accident waiting to happen. I have never been more clumsy then when I was pregnant. I also did dabble in the breast pumping though only a few times so I am no expert but I don’t think I could be on my laptop with all the machinery in the way…and talking on the phone while pumping would be like talking on the phone while using the bathroom. Its like who can’t wait 30 mins to make that phone call. OOOOo and my biggest problem with the pumping pics is no one with a new born looks that well rested and relaxed. A more appropriate shot would be a woman with bags under her eyes, laid out on the couch, trying to hurry up and pump before the baby wakes up and actually wants to eat. Haha.