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 »
The retailer will sew life-saving labels into its lingerie.
The lingerie and swimwear group showcased SS16 collections to buyers.
A first look at the British brand's latest lingerie collection.
Most Popular »
Recently Commented »
Bravissimo to host first transgender fitting event
The free event will take place at the brand's Oxford Circus store.
Wacoal America launches new mobile app
The launch of the smartphone app marks the brand's 30th anniversary.
ALSO IN lingerieinsight.com »
The lingerie and swimwear group showcased SS16 collections to buyers.Read more
What does the law say about anti-competitive business practices?Read more
Designers discuss what's hot in the shape and control market.Read more
Five-piece collection set to grow in coming year.Read more
The campaign promotes ABOUT underwear's innovative fabric treatments.Read more