Tesco slammed over 'bust booster' bra that targets seven-year-olds

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The "bust-booster" is sold alongside vests in the seven to eight years clothing range and was modelled on a plunge style that is designed to draw attention to a woman's cleavage.

Fashion lecturer Davis Morris said it was "salacious" while mothers called for the £4 Cherokee bra to be removed.

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Too much too young: The padded bra for sale in Tesco's girls' department

Mum-of-two Julie Stephens, 36, from north London, said: "I was shocked when I saw it. For a product like this to be aimed at children is appalling."

A spokesman for the National Union of Teachers said it was an "irresponsible" decision, while the children's charity the NSPCC said: "It is important that products accessible to children are appropriate to their age and understanding."

Tesco: 'It is a product designed for girls at that self-conscious age'

But a spokesman for Tesco defended the company's decision to sell the bras and said: "It is a product designed for girls at that self-conscious age when they are just developing.

"Designed to cover up, not flatter, it was developed after speaking to parents."

This is not the first time Tesco has been criticised for selling inappropriate products aimed at children. In 2006, the supermarket had to remove a pole-dancing kit from the toy section of its website after it was accused of "destroying kids' innocence".

Ms Stephens, 36, added: "A padded bra or an uplift bra aims to draw attention to a woman's cleavage. Children grow up quickly enough as it is. The last thing they need is a product like this."

The NSPCC added: "Making products for young girls which encourage them to wear inappropriate and sexually provocative clothes is irresponsible."