Spanish fashion giant Zara has sparked controversy online over their latest kids campaign, which has been labelled "inappropriate", "suggestive" and "creepy".
The fashion brand took to Instagram to showcase the range featuring a young model dressed in a puff-sleeved dress, standing by the ocean and sitting on a bed.
However fans were quick to call out Zara with a flood of negative comments about the image, and one British mum took the matter to Mumsnet.
Mumsnet user ASauvignonADay, shared how uncomfortable the images made her feel and asked others if they agreed.
She wrote: "Personally, I don't like it. I think the poses and whole thing is inappropriate for a young girl."