Balenciaga has been slammed on the blog Mumsnet after the luxury fashion house shared photos of children holding teddy bears dressed in bondage gear on its website.
Taking to the forum on Sunday, a user uploaded a photo of a young girl holding a teddy bear dressed in a mesh top, studded cuffs and a choker.
Alongside the picture, the person wrote: "Has anyone else seen this? It's on the main page of their [Balenciaga's] website and is wildly inappropriate.
"A little girl as in five to seven years old is on a bed holding a Teddy bear dressed in bondage and fetish gear.
"I don't understand how a whole team of people presumably thought this was OK! It's gross."
Several people agreed that the campaign images made them feel "uncomfortable".
"She looks younger than five. Very baby-faced, highly inappropriate," one said, with a second adding: "That is a very uncomfortable image."
On Twitter, several people also shared a photo used by the fashion house of a young girl holding a purple teddy with a leather harness around it.
"Balenciaga using photos of little girls playing with teddy bears dressed in bondage gear on their website, lovely," one wrote.
Another tweeted: "The parents and whoever put this ad out should be charged with child violation laws. As many as possible. We as a society need to speak up and be loud about this evil."
After receiving widespread backlash online, Balenciaga replaced the imagery of the young girls on its website with a photo of another young child, with a bear in a mesh top and choker propped up in the corner.
Balenciaga also appears to have deleted the majority of its photos on Instagram, as at the time of writing its grid only features nine photos - all of which were uploaded in the space of 24 hours.
Balenciaga has not responded to any of the backlash.
