Zara is blasted over 'suggestive' and 'inappropriate' kidswear advert featuring a child model - prompting the brand to REMOVE the photos from social media

  • Zara has removed images of their new children's campaign following backlash
  • The Spanish brand collaborated with renowned photographer Fabien Baron
  • Campaign features a female child standing by the ocean and sitting on a bed 
  • Shoppers have taken to Mumsnet to debate since the photos have been deleted 

By Latoya Gayle For Mailonline

Published: | Updated:

Fashion retailer Zara has sparked a heated debate over the representation of children within the fashion industry, after their latest campaign was labelled 'inappropriate' by many social media users.

The Spanish brand took to Instagram to share photos of their new kidswear range with their audiences last weekend.

Photographed by Fabien Baron, the campaign features a young girl dressed in a puffy sleeved dress standing by the ocean - as well as modelling the design while sat on a bed.

However, the advert didn't have the effect Zara was hoping for and instead received a flood of negative comments on Instagram, which forced them to remove the images - and one British mother took to Mumsnet to debate the campaign further. 

Spanish fashion brand Zara has received a flood of negative comments over its new children's campaign (pictured) photographed by Fabien Baron

Spanish fashion brand Zara has received a flood of negative comments over its new children's campaign (pictured) photographed by Fabien Baron 

Zara has removed the images from their Instagram following the backlash over images which show a young girl posing in a puffy sleeved dress
In another image, the campaign shows the young model standing next to the ocean

In another image, the campaign shows the young model standing next to the ocean

A British mother continued the debate over Zara's choice of images on Mumsnet, explaining that she thinks the campaign is inappropriate for a young girl

A British mother continued the debate over Zara's choice of images on Mumsnet, explaining that she thinks the campaign is inappropriate for a young girl

Speaking under the handle 'ASauvignonADay', the anonymous woman shared a selection of the deleted images and asked others if they similarly felt uncomfortable with them.

She wrote: 'Personally, I don't like it. I think the poses and whole thing is inappropriate for a young girl.'

A stream of responses agreed with the mother and accused the brand of dressing the child model as an adult. 

'Creepy. Very strange choices. The third one is the worst, but even the first one has a strange pose for a child,' wrote one, while another penned: 

'It's adult styling and designed to make her look not like a young child but like an object of attraction. It's bad enough they do that to women ALL the time but wrong to do it to a child.' 

A flood of comments labelled Zara's campaign as 'creepy' and argued children should be pictured in a brighter, more fun way - reflective of their age

A flood of comments labelled Zara's campaign as 'creepy' and argued children should be pictured in a brighter, more fun way - reflective of their age

A third added: 'Don't like it. Especially the last photo where she sort of has her dress pulled up between her legs.'

Many of the comments particularly focused on the third image shared by Zara, which shows the child model sat on a bed staring directly into the camera lens.

Accusing the brand of sexualising the child, one angry person vented: 'It's too adult and serious, even without the pretty sexualised third photo. Kids are supposed to be playing, laughing, loving life! I hate these sorts of kids photoshoots.

Another commented: 'First two I was thinking I could see why people wouldn't like this, but it's not pushing my buttons. The third one is definitely dodgy though. Ewww,' while a further wrote: 

'Ewwww. Definitely not a good way to advertise the dress. Children's shots should be fun and bright as children should be - not that weird moody posing and as others have said definitely to grown up poses.' 

Others confessed they don't think the campaign is inappropriate except the third image - which shows the model sat on a bed

Others confessed they don't think the campaign is inappropriate except the third image - which shows the model sat on a bed

Others were less convinced that the campaign was inappropriate but confessed it doesn't encourage them to shop at Zara.

A user speaking under the handle 'TellerTuesday4EVA' wrote: 'Well it's bloody awful (the dress and style of advert) but I don't think it's enough to make me uncomfortable. Can't see why they thought it made a good advertising campaign though.'

'Looks depressing and bleak. Doesn't make me want to buy those clothes. I see nothing wrong with it though? Other than it being a bit of a c*** advert lol,' wrote one, while a third added: 

'I mean maybe if you were mid to late teens you might want to look moody and ethereal... but not this young? Who is this actually aimed at? Kids won't look at it at all and mums will just be a bit disturbed by it. I don't think it's sexually inappropriate, it's just really bad advertising that's missed it's target audience.'

Mail Online contacted Zara for comment. 

In disagreement, some Mumsnet users revealed although they don't think the campaign aims to make children look like adults - the presentation doesn't make them want to shop at Zara

In disagreement, some Mumsnet users revealed although they don't think the campaign aims to make children look like adults - the presentation doesn't make them want to shop at Zara

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