A modest bra for girls reaching puberty has gone on sale in Tesco after mums demanded a design that “should not look remotely sexy”.
Tesco worked in conjunction with parenting website, Mumsnet to ensure the bra reflected the view of parents that children’s clothes should not look provocative.
Retail giant Tesco has previously come under fire for sexualising young children after it emerged it was selling pole dancing kits and padded bras to young girls.
A panel of mothers who are members of the Mumsnet website and discussion forum advised Tesco on the design.
One adviser said: “I would like to see first bra styles that reflect the need for modesty as well as an element of attractiveness that is appropriate for girls of this age, for example, pale colours, pretty prints, thin straps. I do not want anything that looks remotely sexy or titillating.”
Mumsnet founder Carrie Longton added: “First bras are always a sensitive subject. The Fleur first bras are a great example of a responsible retailer listening to what parents want.”
The bra is non-padded and non-wired.
Jan Marchant, Tesco Clothing Design Director, said: “Our decision to work with Mumsnet for the development of the Fleur first bras was about reaching out to more parents and asking them directly what they wanted for their daughters.”
The modest Fleur first bra comes as international research suggests that girls now reach puberty around one year earlier than 20 years ago, at nine years and 10 months. Changes in eating habits and obesity have been linked to the shift.
Last week David Cameron unveiled a Government-backed website, ParentPort, which gives parents the power to complain about unsuitable products and content for children.
The website was one of a series of measures introduced in response to an independent review on the sexualisation of children, ordered by the Prime Minister last year and published in June.
Reg Bailey, Chief Executive of Mothers’ Union, who conducted the review said: “Parents told me that they often didn’t know who to complain to or whether anything would be done as a result of their complaint. Parents are the best judges of what is acceptable for children so it’s important we all take their views more seriously.”