The woman who made the complaint, children’s author Malin Stehn from southern Sweden, posted a message on the Facebook page of Lindex, voicing her disappointment after shopping for her 9-year-old daughter.
“I was extremely disappointed by the range. Is it really the wish of the ‘marketers’ (producers and consumers) that nine-year-olds should dress like, excuse the expression, hookers???”
The message was posted on Tuesday morning, and has since received over 55,000 likes on Facebook and boasts hundreds of comments of support below.
Tight shirts with leather, leopard skin with black lace, and low cut tops were among the garments Stehn took issue with, claiming that the “sexy” outfits were the ones most highlighted in the displays.
“I am completely for the idea of cool and cheeky children’s clothing, but think that we adults should take a bigger responsibility for which signals we send to our young girls. How do you feel about this?” she continued.
Lindex, however, has not acted in response to the criticism, but has posted a message in reply to readers.
“Lindex is an international fashion company, which means that some people believe that certain items should not be available for children, while others believe it’s fashionable. Our aim is to offer a product range that appeals to many customers in the same markets we are in.”
According to their official site, Lindex is one of northern Europe’s leading fashion chains with around 430 stores in Sweden, Norway, Finland, as well as other parts of Europe and the middle east.
They describe their range as “inspiring, affordable fashion to women interested in fashion”.
According to daily Metro newspaper, Lindex has also come under fire in the past for their bikini range for one-year-olds.