Discount clothes retailer Matalan has removed its gingham padded bra from sale after a public outcry arose over its sexualisation of young children.
Costing just £4.50, the padded Gingham Bra was marketed under the 3 to 13 year old category as part of a ‘structured’ underwear group.
Reportedly sold to children as young as eight, it came in sizes 28AA to 34A, with matching pants also available.
The bras have since been removed from the retailer’s website, along with others styles in black and white that were ‘lightly padded for support.’
The products are the latest in a series of offerings by stores to attract criticism for over-sexualising children.
Last year, Primark was forced to withdraw a line of padded bikinis for children, aged seven to eight, and Tesco attracted censure for its Disney Princess high heeled shoes for children three and over.
Young celebrities, such as Disney stars Miley Cyrus and Vanessa Hudgens, and the Glee cast, all of whom have recently have appeared in lingerie shoots, have been accused by many as being responsible for young children seeking to achieve a more sexual image.