Jours Apres Lunes, a line of lingerie for tiny tots to teens, is raising eyebrows over its depictions of little girls all dolled up in kiddie bras and underwear, reports Fashionista magazine.
The little girls who model the collection aimed at 4-to12-year-olds, wear makeup and sunglasses, posing like models four and five times their age.
Jours Apres Lunes, which translates into “Days after Moons” is the brainchild of Sophie Morin, a longtime lingerie designer, according to the website, which says her goal was to borrow from adult lingerie trends to create underwear for toddlers to adolescents.
Still, despite it’s frills and silks, she labeled the underwear “loungerie”(lounge wear) rather than “lingerie.”
Sweet or sick? Jours Apres Lunes markets kiddie ‘loungewear’ for girls as young as four.
Marilisa Racco, fashion writer and author of Le Snob Lingerie, said that the clothing itself wasn’t the problem – it was the target age and the way the girls were photographed.
“It’s cute when a little girl dresses up in her mom’s clothing and jewelry and high heels,” she told the New York Daily News. “These pictures are not cute. It’s entirely inappropriate to put a 4-year-old in a bouffant like she’s Brigitte Bardot in the movie “And God Created Woman.”
“It’s inappropriate to sexualize children,” she said. “A pearl-encrusted triangle bra on a little girl does not sit well with me.”
Luis Paredes, the publisher of the Lingerie Journal said that while Americans may be shocked, the line of clothing wouldn’t cause a ripple in Europe.