H&M has pulled an ad for school uniforms after it was accused of sexualising young children.
The ad featured an image of two young girls in pinafore dresses with the slogan: "Make those heads turn in H&M's Back to School fashion."
The primary school-aged girls are pictured looking into the camera over their shoulders.
The fashion giant has now pulled the ad and apologised.
H&M said: "We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward."
Social media users expressed their concern about the ad, with one describing it as "H&M sexualising children" and another labelling it "inappropriate".
One wrote: "What the hell is going on? This is sickening, sexualising kids."
Mumsnet founder and chief executive Justine Roberts said: "Mumsnet users have long been concerned about a sexualised culture creeping into the lives of children - which is why we launched our Let Girls Be Girls campaign in 2010.
"It's disappointing to see that, 14 years later, retailers are still creating inappropriate adverts that prematurely sexualise young girls.
"While we're pleased that H&M have accepted their mistake and removed the advert, it really should never have been created in the first place.
"Our users would love to be reassured that they're taking steps to ensure everyone at H&M is crystal clear about the issue so it doesn't happen again."