Child padded bra fury at Matalan

UK High street, discount retailer, Matalan, has launched a review after fury surrounding the revelation that they are selling padded bras to children as young as eight. Designed with the idea to give youngsters the appearance of a fuller bosom,

this latest expose comes after a series of attacks last year on retailers seeming to support sexualisation of young children through the products up for purchase on their shelves.

Products, also available on the website, causing parental anguish, include a bra for £4.50 in a section entitled ‘girls clothing from 3-13 years.’ There is also structured bras aimed at pre-teens, which go as low size wise as 28aa, lace sets, and pieces ‘lightly padded for support.’

This follows accusations last year at value retailer, Primark, which was forced to cut a range of padded bikinis following an outcry and PM David Cameron’s sale description as ‘disgraceful.’ And also Tesco scathed for selling high heels called, Daisy Princess shoes, for girls three and over.

Recent research concludes that one in three adults consider high street retailers are selling products too grown up for the targeted child’s age. Amongst the 2,000 women questioned by researcher, Mintel, half of women aged between 45 and 54 were concerned by what was appearing on shelves.

Matalan has promised an ‘immediate review, adding that they were a family retailer and is only committed to selling clothing for children that it considers appropriate.’

They wouldn’t comment further, whilst a spokesperson for Primark said ‘they had taken immediate action to remove the bikinis.’

Images: Matalan S/S 11