The movement to end the ‘Sexualisation of Children’ has gained the support of the UK Minister of State for Children & Families, Sarah Teather.
She has approved the British Retail Consortium (BRC) duidelines which seek to end the ‘Sexualisation of Children’ in retailing and advertising.
BRC director general Stephen Robertson said: “Responsible BRC members have long taken steps to ensure the products they offer meet their customers’ expectations of quality, price, style and taste.
"As a result, there is a strong body of knowledge within the BRC on managing the inevitable reputation risks thrown up in a fast moving commercial environment.”
Robertson stated that the BRC is inviting all childrenswear retailers to join and sign up to deliver the best childrenswear in the world and offer a wider choice of practical, fun and appropriate clothing to suit everyone’s budget.
Currently, UK retailers Argos, Debenhams, George, John Lewis Partnership, Marks & Spencer, Next, Peacocks, Pumpkin Patch, Sainsbury, Tesco and TK Maxx have given support to the guidelines.
The guidelines attempt to incorporate all childrenswear products, ranging from footwear to outerwear, with special emphasis on underwear and swimwear. In addition, the guidelines factor the different end-use requirements, such as school, play, swim and party wear.
Next Top Stories
More Swimwear Stories
EDITOR'S CHOICE »
Bianca Miller London offers a range of tights to suit all skin tones.
Department store to carry six fashion-forward maternity styles.
Easton International will help grow the brand in North America.
Most Popular »
Recently Commented »
UKLA Finalists: Swimwear Brand of the Year
Brands were shortlisted for their functional and fashionable designs.
VIDEO: Agent Provocateur #KnickersForever campaign
The singer talks about her experience of working for the retailer.
ALSO IN lingerieinsight.com »
Department store to carry six fashion-forward maternity styles.Read more
How independent retailers can avoid the winter blues this year.Read more
Legwear sector on the rise after a three-year decline.Read more
Five-piece collection set to grow in coming year.Read more
Designer captures her thoughts on modern-day feminism.Read more