The Missguided shop in Bluewater shopping centre read: 'Send me nudes'
Rachel Gardener, President of Girls' Brigade England and Wales, received a message from a concerned mother who saw the sign.
Grateful for @RebeccaRumsey for taking a photo of the 'Send me nudes' sign in the store. Many will have seen it-she decided to act. #legend https://t.co/Z50ez8mBKx
— Rachel Gardner (@RachelGardnerRA) August 6, 2017
Gardener then started a petition on Sunday that states: "It is illegal in the UK for nude images of under 18's to be created, sent and shared.
" 'Send me Nudes' legitimises the culture of sexual coercion that teenage girls and young women experience daily. In posting 'Send me nudes' in their store, Missguided are promoting a negative and damaging culture.
"Instead, they should be empowering young women to value their intrinsic value and express their uniqueness through the art of fashion. So we are calling on Missguided to respect girls and take down their sign."
Online petition to ask fashion brand to take down inappropriate & damaging sign. Please share & sign #hopeforgirls .https://t.co/GnL3fow21N
— Rachel Gardner (@RachelGardnerRA) August 6, 2017
The youth worker also quoted a National Society for the Prevention of Cruelty to Children report that found that girls are most adversely affected by the sexting culture.
More than 8,500 people signed the petition with others showing support on social media.
My 16 year old cousin was just talking 2 me about how she got bullied by guys at school cause she wouldn't send nudes & then I see this. https://t.co/djHEEnfur3
— SandiKhumalo (@IAmSandiKhumalo) August 6, 2017
One day after the petition started Gardner received news that the shop covered the sign and was going to remove it.
Here it is @RachelGardnerRA. They really have listened. Well done @Missguided pic.twitter.com/z1ymVmyIX1
— Rebecca Rumsey (@RebeccaRumsey) August 7, 2017
On the About Us section of Missguided's website, it states that the company believes in "championing young talent and real women" and wants to inspire women to achieve their goals.
It adds: "Our babes are the dreamers, believers and doers who represent our customers, brand advocates and iconic women from all shades of life and creative expression."
