Swedish Company Pulls ‘Baby Bikini’ Over Protests

Swedish clothing company Ellos has pulled two-piece bikinis designed for baby girls as young as 2 months old and apologized for the products after widespread protests.

The bikinis were pulled from stores after children’s and women’s groups complained that the revealing swimwear contributed to the sexualization of the bodies of small children.

Ellos representative Per-Olf Gustafsson said,

“Ellos is a family company. We do not want anyone taking offense from our assortment. We have erred in this case and we will do our best to ensure that there is no repeat.”

Why would someone want to put a bikini on their baby? A newborn’s skin is so delicate, it should be completely covered when they are in the sun – especially babies who are not old enough to wear sunscreen.


About the author

Lisa Arneill

Founder of Growing Your Baby and World Traveled Family. Canadian mom of 2 boys, photo addict, lover of bulldogs, and museumgoer. Always looking for our next vacation spot!

1 Comment

  • I think this is the cuteist thing I have ever seen. Not that I plan to have my newborn sun bathing, it would be cute in pictures or to keep. I think that if you dont want to put one on your kid fine. But, these are the sweetest bikinis I have ever saw. Some people just need something to fuss about.

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