Think back to your first bra: chances are it was a simple number, helping you ease your way into the confusing world of puberty.
It's no wonder then that furious parents have slammed a store for selling padded bras aimed at children as young as seven.
Controversy has erupted over budget UK high street store Primark’s “My first bra” range which is targeted towards seven to 13-year-olds.
The polka dot underwear sells for $8 for a pack of two, with parents voicing their concerns on social media and accusing the stores of sexualising young children.
British actress and mum to two daughters Emma Linley has vowed to halt the sales of the bras.
“Do Primark sell padded pants for seven to 13-year boys to make their genitals seem bigger?” she told The Sun. “So boys are OK as they are but girls need enhancement?”
The publication reports Primark has hit back at the claims, saying they fall within relevant clothing guidelines.
“We would like to be absolutely clear that these bras are moulded, not padded,” a Primark representative says, according to The Sun.
“‘My first bra’ ranges are designed and constructed purely for support, comfort, and modesty and adhere to the BRC’s childrenswear guidelines.
“There is no enhancement. This type of moulded bra is extremely common, and selling them is entirely normal practice on the high street.”