Based in experience-near anthropology, this article explores constructions of gender by 10-year-old Norwegian girls who are informed by a developmental discourse and by new clothing-fashion codes. The analysis reveals gaps in aesthetic understanding between the clothing-fashion industry, preteen girls and older generations. The industry seems to assume that 10-year-old girls want to dress "older than their age", a trend the girls in this study understand and relate to in their presentation of selves. The girls want to be fashionable and "kul", not "sexy", which conflicts with the way in which older people view the girls' fashion preferences. This poses an ethical dilemma for the girls (and their parents) in how to present themselves. (Contains 14 notes and 2 figures.)