Retailers are being urged to sign up to new voluntary guidelines on the design and marketing of children's clothing.

Drawn up by Retail Ireland, has been published by Minister for Children Frances Fitzgerald in a bid to ensure modesty and fun remain the key element to attire.

The body has produced the guidelines following criticism over the selling of padded bras, mini-skirts and tops with plunging necklines by some retailers.

Retail Ireland director Stephen Lynham welcomed the guidance, claiming clothing manufacturers have a duty to "protect childhood and safeguard the interest of children".

So far, ten large retailers have signed up to the initiative, including Debenhams, Brown Thomas, Arnotts, House of Fraser, Clerys, Next, Marks and Spencer, TK Maxx, Tesco, and Penneys.

Retail Ireland is the national representative body for the entire retail sector and represents Irish and international department stores, DIY, electrical, fashion and footwear, supermarkets and specialist stores.

Written by Donal Walsh

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