Abercrombie & Fitch’s new push-up bras for “kids” upset a wide audience

Abercrombie and Fitch has once again created buzz around its products—this time, though, it has caused a stir with its audience. In April, the clothing chain began selling padded bikinis at their children’s stores which are aimed for 8 to 14-year-olds. This has sparked controversy among parents and the media who are concerned with the over-sexualization of youth today. The brand has attempted to relabel the bathing suits as bras for 12-14 year olds, but the negative buzz has already made the rounds and has spread all around the internet. We are thus left wondering: great publicity stunt or terrible marketing idea?

Marine Baudin-Sarlet

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