Even flashy Chanel designer Karl Lagerfeld declared "bling is over" and noted the economy is prompting a "new modesty," in an interview with the International Herald Tribune this year.
"Dear Nordstrom, I am an 11-year-old girl who has tried shopping at your store for clothes (in particular jeans), but all of them ride way under my hips and the next size up is too big and falls down," she wrote, according to an excerpt on PureFashion.com.
Gunderson's story made national news, and Nordstrom responded with higher cut jeans — and more — when it realized hers was hardly a lone cry. "Around that time, a fair amount of people were looking for modest options," says Nordstrom spokeswoman Brooke White.
"J. Crew is my favorite store, " says Ashley Nowak, a 14-year-old Pure Fashion member from Alpharetta, Ga. "Almost all of the other stores today have booty shorts and tube tops, that are not only revealing, but also set an inaccurate image of what beauty is supposed to look like."