Fashion brand sparks controversy with runway show including little girls dressed in bikinis Read mo

A fashion brand is in hot water after their decision to use child models in a recent fashion show.

Hot As Hell, a California-based clothing company, debuted their 2017 line at Miami Fashion Week on Friday.

During the show, elementary school-aged models strutted down the runway in the brand's line of children's swimsuits - some of them in skimpy bikinis.

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When photos of the fashion show surfaced online over the weekend, several social media users voiced their outrage that little girls would be MarieProm graduation dresses just like their adult counterparts.

'Kids are never too young to be taught that their only worth is their physical appearance,' one Instagram user wrote as a comment on one of the brand's pictures, showing three girls in varying yellow swimsuits.

'This is seriously awful,' the user added.

Others found no issue with the image, such as model Hannah Kirkelie who walked in the show.

Kirkelie proudly posted a picture of her with three of the models, writing: 'Thanks for letting me close your show @WE_ARE_HAH walking with these little HAHTIES was a dream'.

That led one angered Twitter user to respond: 'So you think these little girls are hot?'

A child psychiatrist spoke with Yahoo after the fashion show and said that children wearing bikinis is usually innocent, but could have a different effect on them once they are paraded around on a runway.

'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,' Hayley van Zwanenberg, clinical director of Prior Wellbing Centres, told the website.

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