La Senza Girl: Lingerie for girls aged five removed from the net

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The move came after The Mail on Sunday reported that La Senza had introduced a range of adult-style items for girls aged from five to 12 two weeks ago.

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Under fire: Critics said La Senza's new lingerie range, now removed from its website, 'sexualised' youngsters

Politicians, campaigners and children's charities said the garments – which included lacy, bra-like tops with adjustable straps – sexualised children and put them at risk.

Questionable: A pair of La Senza Girl knickers

They also criticised the store for publicising the range with the phrase "Why should grown-ups have all the fun?"

Although La Senza has decided to remove the items from its internet site, it will still sell the products in its stores.

Marketing director Lisa Bond insisted that while the chain had decided to take notice of customers' concerns, it still considered the range "entirely age-appropriate".

The brand will launch a separate La Senza Girl website in the summer.

A spokesman for the child protection charity Kidscape said: "It's a real victory for common sense.

The fact that they have taken on board the concerns of those who work directly with children is very positive."