French company Jours Après Lunes is drawing fire from critics over its new range of ‘loungerie’, which is reportedly a mix between loungewear and lingerie...but for young girls.
“What's disturbing about Jours Après Lunes is not just the fact that it's lingerie for people who probably shouldn't be old enough to even know what lingerie is, but the photographs on their website,” an opinion piece on Fashion website Fashionista.com opined.
Fashionista.com broke the story of Jours Après Lunes’ new line of underwear, which has been released along with a photographic ad campaign featuring infants, young girls and teenagers wearing the ‘loungerie’.
They smile for the camera, reclining in bras and panties, some wearing makeup and expressions that some have called disturbing.
Jours Après Lunes creator Sophie Morin defended her brand and the photographs included in the ad campaign in an interview with the Lingerie Trade website.
Morin insisted that there was no “vulgar connotation” in the ad campaign photos, because none of the materials used are transparent, while she said her collection includes no bras as none of the tops include support wires.
This is not the first time child-oriented fashion has created an uproar. The US clothing brand Abercrombie and Fitch drew fire from the public when it released its "Ashley" push-up bra for 70year-olds. The bra was later marketed to 12-year-olds as well.
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