While there are some good reasons why designer clothing does not affect adolescents, there are other reasons why it do it. Most research shows that fashion brands impact young people because they can cause insecurities and uncertainties related to the transition from childhood to adulthood. Teenagers are in a delicate phase and feeling insecure about their place in life and their appearance, and these designer clothing advertisements do not make teenagers feel confident in their own skin. Most people are insecure about at least one thing, whether it's their body image, their intelligence, or their sexuality, and for most teenagers, their insecurity comes from the clothes they wear. they carry. It's not just about the fabric brand itself, but also the advertisements displayed by these brands. These advertisements exude sexuality with beautiful and too perfect models. When teenagers look at these billboards and posters at the mall, they no longer know what they look like and no longer perceive themselves. Teenagers try to make their skin look like that of models or go on diets to be as skinny as possible to look exactly like the model in the dress. Companies are capitalizing on the age-old insecurities and doubts of teenagers by making them believe that to be truly cool, you need their product (Media Smarts). Fashion marketers such as Calvin Klein, Abercrombie & Fitch and Guess use provocative marketing campaigns featuring images of incredibly thin, fit, beautiful and highly sexualized young people which can contribute to feelings of body hatred and self-loathing . (Media Intelligence). These young teens have no chance of looking like these airbrushed, anorexic models, and yet they try to look like them anyway. When they see this... middle of paper ......//www.psychologyandsociety.org/__assets/__original/2012/01/McDermott_Pettijohn.pdfMedia Smarts. (nd). Marketing and Consumerism - special issues for tweens and teens. MediaSmarts. Okonkwo, U. (2006). Luxury brands and celebrities: an enduring brand romance. Retrieved from http://www.brandchannel.com/papers_review.asp?sp_id=1234Plantinga, T. (June 2001). Not anyone: an approach to brand identity. Retrieved from http://www.calvin.edu/academic/philosophy/virtual_library/articles/plantinga_ted/not_nobody_a_brand_name_approach_to_identity.pdf Reagan, C. (2013, May 30). Teen angst: Retailers fight for relevance. Retrieved from http://www.cnbc.com/id/100774191Souiden, N. and M'saad, B. (2011). Adolescent girls from a modern conservative culture: the impact of their social identity on their perception of brand symbolism. Psychology and marketing, 28(12), 1133-115.