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A children's charity has joined angry parents in accusing Elizabeth Hurley's children's swimwear line of sexualising young girls.
"It is very disturbing to see some inappropriate items in this swimwear range," Claude Knight, the director of child protection charity Kidscape, told media in the UK.
Hurley's range for eight to 13 year old girls includes the Cheetah Cha Cha, a leopard print string bikini, and the Tweeny Polly Bikini, a ruffled two-piece. The under-8 range also includes two pieces and bikinis.
The blurring of lines between kids' and adult fashion is an issue of increasing concern to parents.
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Last month angry parents accused Australian retailer Target of selling 'trampy' clothes for young girls.
The fracas started when Ana Amini, a mother of an eight-year-old girl, complained on Target's Facebook page that she was fed up with what she considered 'age-inappropriate' clothes on offer in its stores.
Her comment has received nearly 80000 likes, and led to more parents voicing their alarm over 'tween' fashion.
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Concerned father David Clark observed that the 7+ range at Target was "awful", calling it "too adult".
"Little girls need normal gear too, they also run about, ride bikes and do the same active stuff boys do and you can't do all that in a 'little hooker' line of clothes," he commented.
Hurley launched Elizabeth Hurley Beach in 2005, determined to design a range of swimwear inspired by "sunny places like St. Tropez and St. Barth’s".
As well as modelling and fashion designing, Hurley is also the owner of a 400 acre organic farm. According to her website, the 47 year old mother-of-one sells rare breed meat to top London restaurants and at her local farmer's markets.