A bra for nine-year-olds is going on sale as youngsters reach puberty at an increasingly early age.
The design has been driven by demands from mothers that it “should not look remotely sexy”.
It has been developed in a partnership between Mumsnet and Tesco - which has previously been condemned for sexualising young girls.
Britain’s biggest retailer has come under fire for selling pole dancing kits and padded bras to young girls.
Earlier this year, David Cameron said the country should look to put “the brakes on an unthinking drift towards ever-greater commercialisation and sexualisation”.
International research suggests that young girls now reach puberty around a year earlier than 20 years ago, at nine years and ten months.
However, mothers insist that this should not be seen as an opportunity for retailers to cash in with sexualised clothes and products.
The modest Tesco Fleur bras were designed in partnership with a panel of mothers who are members of the Mumsnet website and discussion forum.
One 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 said: “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 priced at £5 (about R60) and comes in two styles. A crop top sports bra in sizes extra small to medium and a traditional soft triangle shape from sizes 28AA to 34B. The Fleur First bra is non-padded and non-wired, in soft cotton for comfort.
Tesco clothing design director Jan Marchant said: “Our decision to work with Mumsnet was about reaching out to more parents and asking them directly what they wanted.” - Daily Mail