Elizabeth Hurley has been accused of sexualising young children with her range of swimwear – which features a leopard-print bikini being modelled by a girl with her hands on her hips.
To some, they are merely innocent fashion items playfully modelled by children enjoying dressing up.
But to others, the photographs are a damning example of society's pressure on children to grow up too quickly.
Claude Knight, director of the child protection charity Kidscape, said: "It is very disturbing to see some inappropriate items in this swimwear range.
"The pieces that are very adult and which contribute to the sexualisation of young girls – especially in the poses portrayed – do not take account of the child protection concerns that have been well-aired."