PARIS – Scantily-clad young girls wearing make-up and sporting voluminous up-dos are promoting lingerie targeted at four-year-old-girls.
Combining lingerie and lounge wear to form ‘loungerie,’ the Jours Après Lunes line for four to 8-year-olds features a range of panties, bras, camisoles and T-shirts with lace edges, ribboned bow detailing and nautical stripes.
The shots feature young girls in poses and styling that seem far too premature for their ages.
Most of the photos are too risque to put on WWN -,the bare legs and stomachs of the girls deeming them inappropriate for publication.
In one shot, a girl wears Jackie O-style sunglasses while lounging back on a pillow, her modesty protected by just panties and a cropped polka-dot tied top.
In another, three young girls play together, their hair set in Amy Winehouse-style beehives and their lips painted bright pinks and reds.
Fashionista, which broke the story, says: ‘What’s disturbing about Jours Après Lunes is… that it’s lingerie for people who probably shouldn’t be old enough to even know what lingerie is.’
The label also includes a range for babies and another for older teenagers and ladies, or ‘femmes’. The ‘unsettling’ styling sees a grown model ‘made to look like a child, while the actual children are made to look like adults,’ according to the site.
One of the promotional pictures for the ‘femmes’ range features a teenager in a bra and panties wearing little make-up and cuddling a giant teddy bear.
The ‘loungerie’ underwear is sold ‘to be worn over and under, inside and outside,’ says the collection’s designer, who credits herself with being the first designer brand dedicated to ‘loungerie’ for children and teenagers.
Commentators have expressed concern over the apparent sexualisation of the young girls.
Marilisa Racco, author of Le Snob Lingeries told NY Daily News:
‘It’s cute when a little girl dresses up in her mom’s clothing and jewelry and high heels.
‘These pictures are not cute. It’s entirely inappropriate to put a 4-year-old in a bouffant like she’s Brigitte Bardot in And God Created Woman.
‘It’s inappropriate to sexualize children. A pearl-encrusted triangle bra on a little girl does not sit well with me.’
Her opinion may only express an American position on the subject, however. Luis Paredes, from Lingerie Journal said that the Europeans will be less offended by the pictures:
‘Recently, a lot of fashion magazines and fashion brands have come under fire for using kids in their photo spreads.
‘I think that at least here stateside, this company will come under fire as well,’ the publisher told NY Daily News.
The Jours Après Lunes photographs are reminiscent of a Thylane Blondeau shoot for Vogue that just last week whipped up a global storm over the 10-year-old’s languid poses for the Tom Ford-edited January edition of French Vogue.
Outcry over her vampish make-up, sexualised styling and pouting lips forced the young model’s TV-personality mother to close her fan site on Facebook.