The Hot-as-Hell swimwear label is under fire today after using elementary-school-age girls to model immodest bikinis during its Miami Swim Week fashion show this weekend.

According to Yahoo News, some are accusing the company of child abuse for using such young girls to model skimpy bikinis on the runway. Even though the girls were accompanied by an adult model on the catwalk, some even struck sexy poses and gave “duck lips” while modeling the risqué outfits.

On its Instagram page, Hot As Hell wrote, “Introducing Hot-As-Halo coming #Spring2017 for your mini-me’s.”

Readers who commented on the article about the show were split between thinking the girls were “cute” to others who called the stunt “seriously awful,” according to the Sun.

However, Hayley van Zwanenberg, a UK child and adolescent psychiatrist told the Sun that children wearing bikinis and swimsuits was innocent enough, but on a catwalk, it could be misinterpreted and lead to children being judged on — and subsequently worrying and being more self-conscious about — their looks.

“Children should not be encouraged to wear bikinis if it is to be ‘more attractive.’ There should not be attempts to make them ‘appealing’ to others. They should be allowed to be young children, which includes being carefree about their appearance. Young children should not be giving their appearance a second thought.”

She added: “It is really important not to sexualize, and put an ‘adult sexuality,’ onto young girls, particularly at a time when girls are growing up in a society which is perpetually pushing stereotypes of the so-called perfect woman.”

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