Fashion chain giant New Look is in the firing line for selling padded bikinis for girls aged nine.
The bikini set is part of their 915 range designed for girls up to 15 years old includes a padded top.
However, one mum took to Twitter after spotting them in the shop tagging the retailer in the tweet: "It's hard enough shopping for my daughters in @newlook with the insistence on all the tops being cropped but, PADDED BIKINI BRAS?! ” BirminghamLive reports.
Campaign groups ObjectUK shared the comment, adding: “Stop sexualising children @newlook. It’s wrong and damaging. Take them away. We OBJECT!”
Responding to this, the woman who raised the initial concern said: "Thank you for sharing this. I was so angry and just baffled at the same time. Just why?
"I complained about it to the girl on the till but she didn't get it and it's not her fault. I only shopped in New Look because I had a voucher. Just awful."
Another commented: “girls just don’t stand a chance of a childhood do they?”
New Look has since responded to the backlash.
A spokesperson for New Look told the Mirror: “The bikinis in the New Look 915 range are designed with shaped foam cups to offer structure to the garment and to provide modesty for the wearer.
"This type of swimwear is widely available from other brands on the high street. We always listen to our customers and comply with all the British Retail Consortium (BRC) Responsible Retailing guidelines to create products that are age appropriate and best suit their needs.”
New Look is not the first retailer to come under fire from concerned parents.
Earlier this year Matalan faced backlash from Let Clothes be Clothes campaigners accusing them of ‘sexualising’ children with its Candy Couture clothing range for girls.
Posting on Facebook, the campaign group say it’s “one of the worst range ranges for sexualisation of children on the highstreet
“We are for choice, and the issue of sexualisation can be subjective - but could you imagine boys being offered clothing like this?
“It's not prudish to say these are not children's clothes, they are short, tight and skimpy because they reflect adult, sexual designs.
“Very irresponsible. #noybuyingit ”
The clothing line included crop tops and lace denim shorts along with dresses and t-shirts.
As a response, a Matalan spokesperson said at the time: "We are extremely conscious and proud of our longstanding role as a responsible family retailer. We always ensure our products are suitable for customers, and carefully consider feedback on all product ranges.
"In this instance, these products have proved extremely popular amongst our customers. We understand that not all products will appeal to everyone, however, we aim to provide a range of styles so there is something for all ages."
A number of high street retailers, including Primark, vowed to stop selling padded bikini tops to children in 2010, following a Mumsnet campaign called Let Girls Be Girls.
