Fury as Matalan sells padded bras to pre-teen girls
- Range of padded bras available in sizes as small as 28aa
- Under-fire retailer promises immediate review
Discount clothes retailer Matalan was under fire today after it was revealed to be selling padded bras to children as young as eight.
The bras, which have already sold out in some sizes, are designed to give the appearance of a developed bosom to pre-teen girls.
The revelation will re-ignite concerns about the sexualisation of young children, which led to at least three retailers pulling products from their shelves last year.
Padded: The bras, which come in sizes as small as 28aa, are designed to give the appearance of a developed bust to pre-teen girls
Matalan's pink gingham padded bras, which cost just £4.50, are featured on the section of the company's website labelled 'girls clothing 3-13yrs'.
They form part of a range of structured bras aimed at pre-teens, in sizes as small as 28aa, and come with a description that boasts: 'Matching Underwear Available.'
Others are available in black and white, and are 'lightly padded for support' according to the website. Indicating their popularity, each line has at least one size sold out.
Lingerie-style white lace bra and knickers sets are also available, as well as hot-pants-style denim shorts.
The products are on sale despite a storm last year about the marketing of overtly sexual clothing to youngsters that led to three retailers pulling lines after complaints from parents.
Family retailer: Matalan has promised an immediate review of the ranges and says it is committed to only selling clothing to children that it considers appropriate
Provocative: Children may be copying the daring fashions of celebrities like 18-year-old singer Miley Cyrus
Last April, Primark was forced to abandon its range of padded bikinis for children following a public outcry which culminated in David Cameron branding the sale ‘disgraceful’.
The £4 bikinis, in pink with gold stars and black with white spots, were designed for girls aged seven to eight.
That same month, Tesco was criticised for selling high-heeled Disney Princess shoes for girls three years and over.
Despite taking the bikinis off its shelves, Primark continues to sell padded ‘My First Bra’ underwear for primary school girls.
A recent survey found that more than one in three adults think children’s clothes ranges in High Street stores are too grown-up – a significant increase from 2010 when the figure was closer to a quarter.
The survey of 2,000 adults by researchers Mintel found that 36 per cent – more than one in three – thought children’s clothing ranges were too grown-up.
Among women the figure rose to 41 per cent.
And for adults aged between 45 and 54 it was even higher – almost half said they were concerned.
Experts warned that retailers may be targeting impressionable young girls by producing children’s versions of provocative outfits worn by their favourite celebrities, such as 18-year-old American singer Miley Cyrus.
Matalan promised an immediate review of the ranges, adding: 'Matalan is a family retailer, and is committed to only selling clothing for children that it considers appropriate.'
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