A new Country Road campaign is raising eyebrows after an image of two children modelling has been labelled overly sexualised.

Followers of the brand left dozens of comments under the photo which depicts a young boy and girl modelling white linen shirts.

The photo shoot has received loads of backlash as concerned shoppers took to the comments section to blast the ad as ‘inappropriate’ and even ‘sexualised’.

“I love your clothing Country Rd but not sure about an advert where a young person sits back with their shirt buttons open like an adult model,” one woman wrote.

“Super weird and a bit creepy to be honest,” one woman wrote.

“Considering the culture of over-sexualisation of children that is leading to millions of children being abused and trafficked every year this photo is completely tactless,” another wrote.

“Totally inappropriate photo of children,” another agreed.

“Very disappointing CR. Kids for goodness sake.”

“Ummm I thought they were adults clothes with that ‘styling’…not good.”

“They are kids! No need to pose and style them like adults. Big NO countryroad.”

“I’m sure it wasn’t intended but this is not a good look CR. Not age appropriate styling.”


Country Road responds to backlash

Country Road responded saying, “As an iconic Australian family brand it’s important to us to promote positive, age-appropriate imagery that reflects our values.

“This image is in no way intended to be provocative. It is designed to showcase our new-season linen-cotton shirts in a relaxed and casual context. The boy photographed at left and the girl featured to the right of this image have been styled in a way that reflects the relaxed design and comfortable fit of these spring/summer Resort garments.”

Do you think the image is too “sexy” for young kids? Share your comments below

via instagram

  • I think this is one area we need to be very careful. While it might not look inappropriate to a lot of people having kids mimic adults in advertising can be very dangerous.


  • I don’t have a problem with the photo. If it’s supposed to be a relaxed photo then why do they look so staged.


  • I don’t have a problem with the photo.


  • The only people that sexualise children are adults in their views. I would not even have considered or entertained those thoughts.


  • I wouldn’t say its over the top but yes, I agree they are trying to make them like adults, let kids be kids for goodness sake!


  • I think they look very made up and quite frankly don’t look like young children- they look much older.


  • I don’t see an issue with the picture. My son is always missing buttons on his shirts or else likes to wear them open over a shirt ‘like daddy’. Perhaps they could have done something like that to convey their ‘relaxed’ message to avoid any future confusion.


  • I don’t think there is an issue. But I had to study it to figure out the gender of the children.


  • I really don’t see an issue with it personally


  • It all the depends with what eyes you look to these pictures, it’s not the first thing I saw in the picture


  • the girl looks okay i think…


  • Yes, there is too much sexualization in advertising, please consider supportive the Collective shout who are campaigning to stop it.


  • I don’t think there’s an issue, people are making it an issue


  • I think the boy could at least have one extra button done up. Other than that there is nothing wrong with the picture.


  • They look really cute. I don’t think it’s at all sexualised.


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