Concerned parents have blasted high street chain Primark for selling padded bras aimed at children as young as seven.
Remember your first bra? Chances are it was of the training variety. Sort of a cross between a top and a bra; you know to ease you gently into the whole having boobs thing.
Sexy it was not.
So it’s no wonder then that parents aren’t happy about Primark’s padded and really rather grown-up ‘My First Bra’ range that is aimed at girls aged seven to 13.
The polka dot bras, available at stores across the UK, cost £5 for a pack of two.
— Tyler (@MissTylerB) July 20, 2017
But many parents have taken to social media to criticise the brand, accusing it of sexualisation.
“Horrified that @Primark are selling padded bras to children aged between 7-13! #Toomuchtoyoung #Children #sexualisation,” one woman wrote.
“@Primark why are you selling padded bras to children? why would my 8 year old need a padded bra? this has got to stop! Please #LetKidsBeKids,” another woman added.
British actress Emma Linley has also raised concerns about the bras after spotting them while out shopping with her daughters.
Taking to Facebook, the ‘Family Affairs’ star posted a long status detailing how wrong she thought the bra sales were and has threatened to start a campaign to get them taken off the shelves.
“Do Primark sell padded pants for seven to 13-year boys to make their genitals seem bigger?” she told The Sun.
“So boys are OK as they are but girls need enhancement?”
“I have two young girls. I do not want them facing puberty with this c**p to deal with.”
Following the backlash, Primark has responded to say that the bras do fall within relevant clothing guidelines and aren’t in fact padded but moulded.
“We would like to be absolutely clear that these bras are moulded, not padded,” a Primark representative says, according to The Sun.
“‘My First Bra ranges are designed and constructed purely for support, comfort, and modesty and adhere to the BRC’s (British Retail Consortium) childrenswear guidelines,” the statement continues.
“There is no enhancement. This type of moulded bra is extremely common, and selling them is entirely normal practice on the high street.”
Follow us on Instagram and Facebook for non-stop inspiration delivered fresh to your feed, every day. For Twitter updates, follow @YahooStyleUK.
Read more from Yahoo Style UK: