A French lingerie company has launched a lingerie line called "Loungerie" aimed at young girls which has been criticized over its inappropriate line of lingerie and its depictions of young girls in campaigns.
The lingerie line Jours Apres Lunes, which translates into "Days after Moons" is the brainchild of Sophie Morin, and features bras and panties for girls ages four to twelve ("filles" and "femmes") and a "loungerie" line for girls ages three months to 36 months ("bebes").
The campaign shoot sees girls as young as 10-years-old complete with heavy make-up and stiletto heels, causing a storm of controversy with campaigners furious that a child so young should be displaying the sexual allure of someone twice their age.
Shocked commentators have called it "sexualisation of young girls"' who need not even know the meaning of lingerie at their age.
Though the lingerie collection's designer Morin boasts about being the first designer brand dedicated to "loungerie" for children and teenagers.
On her web site she says her goal was to borrow from adult lingerie trends to create underwear for toddlers to adolescents.
The little girls who model the collection aimed at 4 to12-year-olds, wear makeup and sunglasses, aping grown-up styling and poses of models four and five times their age.