Retail chain Primark is being slammed in the UK for selling what customers describe as padded bras, aimed at children aged 7 to 13.
Customers have taken to social media to express their outrage and accuse the brand of sexualising young children.
The shop, famous for its trendy clothes at low prices, sells a range named "my first bra", targeting girls aged 7 to 13.
UK actress Emma Linley told the Sun she was shocked to discover the bra range while shopping for her daughters.
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"Do Primark sell padded pants for 7 to 13-year boys to make their genitals seem bigger?"
"I have two young girls. I do not want them facing puberty with this crap to deal with."
Linley worries the bra range sends the wrong message to young children.
This is not the first time internet users demanded answers from the brand about its bra range.
According to the Sun, Primark denies that the bras are padded and argues they are "moulded".
"'My first bra' ranges are designed and constructed purely for support, comfort, and modesty and adhere to the BRC's childrenswear guidelines," a spokesperson said.