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A US footwear company, Pee Wee Pumps, has gained a lot of criticism for advertising their new product – High Heels for babies. The shoes have pointed toes and are available for infants up to six months. They are available in different styles made from material like red satin and leopard skin. The styles have names such as “Swanky”, “Wild Child” and “Diva”. While the company Pee Wee Pumps describes their shoes, which have foldable heels, as “cool” and “diva – defining”, parents and consumers have been outraged by the way the company portrays the children in their advertisements. One ad on their facebook page shows an infant wearing the heels sitting astride a miniature motor bike. The caption underneath reads: “This little #Diva, defining cool posing in her #PeeWeePumps.” People commented that they were disgusted by the image and that it was wrong and sick to portray infants in that way. There were also pictures of babies wearing sequin dresses, necklaces and tutus.
The UK campaigns group Let Clothes Be Clothes posted images of the Pee Wee Pump’s products and warned their users of “shocking images”. Users commented that the shoes “should be banned”.
The founder, Michele Holbrook pointed out in a statement on the company’s website that the advertised shoes “are not intended for walking, but rather to meet the current and ever-growing popular demand for ‘high-fashion’ in infant apparel”.