Is targeting professing Christian girls who seek to be provocative and ‘playful’ in the way that they dress, all in the name of Jesus Christ.
The company claims its range for totty who have the hots for Jesus is “heavenly inspired” and is “a delightful mix of fun, fashion, faith and love”.
At Heart OMG, we believe in sharing our faith and love through fashion, while embracing our fun and characteristic lifestyle, as well as giving back to the ones in need. Every single irresistible Heart OMG piece is wonderfully made to complement those playful and fashion forward individuals who celebrate life, and are eager to make their faith and love a true influence to the world.
Founded in 2010, Heart OMG sells a variety of t-shirts with Christian themes, such as “Sweet Jesus”, “God Knows My Secrets”, “Church Rocks” and “A Date with JC”.
CN reports that the models pictured in the “shop” section of its site:
Are dressed in very short shorts that at times are covered by the shirts so that one does not know whether the girl is wearing any bottoms at all.
The outrage is palpable.
CN goes on to say that as readers flip through the pages, they see a variety of photos of their models wearing the shirts “in very suggestive poses”.
One photo shows three girls walking into church with their Bibles, donning thigh-high shorts and high heels, and draping their shirts off their shoulders. Another photograph shows the girls on the church platform as if they were leading worship, as one of the women provocatively lifts her bare leg up in the air as she holds an electric guitar. The girl to her left, who is playing the keyboard, barely covers her breast as she pulls her shirt down nearly halfway off of her arm.
Michelle Loon of Christianity Today is quoted as saying:
Christians have a long, ignoble history of trading in all manner of religious tchotchkes [Yiddish for tat] but OMG, with its Second Commandment-bending name, takes this bad habit of ours in a new direction, with its products’ odd syncretism between pop religion and hyper-sexualized pop culture.
Fred Clark of Patheos was even more outraged:
I can’t really believe that this fashion line is being produced by, or marketed to, evangelical youths when its promotional video wouldn’t be permitted to be shown in any evangelical youth group. And there’s the fact that this video was shot in a mainline church rather than in the kind of Orange County evangelical mega-church this would trace back to if it were for real.