Little girls, clad only in bras and underwear, pose carelessly cool, wearing sunglasses and heavy makeup, in an online photo gallery of Jours Après Lunes new clothing line. They're far from the age where they might need bras, but the "loungerie" line is meant for girls as young as 3 months.
While the French company's babywear consists of typical onesies for infants, click on the fille (girls) section of the site and find little girls dressed in lacy, frilly, silky undergarments with tousled beehive updos and mascaraed stares.
The Jours Après Lunes website says it is the first designer brand dedicated to "loungerie," calling it an "innovative" and "unexpected" brand in the current realm of teenage and children's fashion.
Some call it fashion. Others call it appalling.
"This kind of marketing does sexualize young girls, it does serve as a model that inspires very young girls to think that minimizing what they wear and revealing as much of their body as possible is appropriate, and 'fashionable' and 'cool,' and that this is the way that they should think of themselves," Paul Miller, associate professor of psychology at Arizona State University in Phoenix, wrote in an email to ABCNews.com.
Jours Après Lunes' did not return calls from ABCNews.com requesting comment.
"The cultural message goes beyond 'lingerie' but to girls' self-image, body image, and what it takes to build a 'good' image of one's self," continued Miller.
But the "loungerie" line is only the latest kiddie fashion craze to cause public outrage.
Two weeks ago, 10-year-old French model Thylane Loubry Blondeau made headlines when she graced the cover of Vogue France. Many believed her high-fashion posing put her in an exceptionally mature position that was too sexual for her age.
This week, clothing retailer American Eagle drew ire after marketing a push-up bra that promises to add two cup sizes to girls as young as 15.
American Eagle's website has one review of the bra, claiming that "it gives so much push-up that other bras don't let me show off," reported ABC affiliate WTVD.
"Girls want to look pretty, but they do not want that icky sexual attention," Ann Soket, editor-in-chief of Seventeen magazine, told ABC News. "They just want to feel good in their clothes, they just want to feel pretty, and that's what these bras are about."
But many child development experts would disagree with Soket. The American Psychological Association recently created a task force to respond to the "increasing problem" of the sexualization of girls in the media, which it found could influence a girl's well-being.
"We don't want kids to grow up too fast," Shari Miles-Cohen, senior director of women's programs for the American Psychological Association, told ABCNews.com earlier this month. "We want them to be able to develop physically, emotionally, psychologically and socially at appropriate rates for their age."