New brand Jours Apres Lunes has had many people rattled over recent days that I felt compelled to see what the kerfuffle was about. Essentially they are a branded specialist in lounge wear and lingerie for children. Other than the obvious issues which are certainly not new of the sexualization of children through the fashion industry (see Thylane Blondeau shoot for Vogue) I personally have great issue with the word 'lingerie' ever being used in conjunction with children.
It also appears to break the mold in being a specialist. Most brands producing children's clothes in this country don't just stock underwear alone they carry all manner of items and it is here that I fear is the biggest issue.
On visiting the website the mixture of skimpy bra sets adorning young girls with pageantry style make up is difficult to understand or feel comfortable with. Children finding their mothers make up and painting their faces with lipstick is well known and something most of us did. However these images of girls with make up and coiffure locks seems to seek to enhance and allure rather than it being for childlike amusement.
Looking at the product alone it is clear that the garments are pretty enough; with cute frills, stripes and bows that it doesn't require any added adult themes to be smeared over the top. My only frank objection is triangle bras marketed for 4 year olds as simply wrong on every level and in no way can be justified.
Are not all children perfect enough au naturale? Why we see fit to have them carry the connotations of adulthood at such a tender age is shameful.
Ultimately for the brand I can only see it contradicting the essence of the pretty garments they are trying to sell by besmirching the beauty and innocence of youth.