Jours Après Lunes has collaborated with Sophie Morin on a line of ‘loungerie’, which is a compromise between loungewear and lingerie for children between the ages of four and 12.
The French company claims to be the first designer brand dedicated to ‘loungerie’ and believes it is a true innovation and breakthrough in children’s fashion.
The brand has come under fire for its use of ‘unsettling styling’ to promote lingerie targeted at young girls.
Jours Après Lunes’ website shows little girls covered in heavy make-up and posing at the camera in lacy, frilly and silky undergarments.
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French lingerie designer, Morin, has hit back at the criticism over the promotional photos for the new range.
According to reports she is ‘extremely surprised by the current uproar’ that the campaign has caused.
“All I wanted to do was offer underwear that is soft and pleasant to wear... that is suited [to] their age, and that wasn’t an extension of women’s labels, which are often vulgar,” said Morin.
Jours Après Lunes is the latest brand to come under fire for inappropriate children’s clothing.
Retailers like Tesco, Abercrombie and Fitch and Primark have all been accused of sexualising children in the past.
