Missguided takes down 'Send me nudes' sign after uproar

Picture of neon sign saying "send me nudes"

Missguided has taken down a neon pink sign that said "Send Me Nudes x" off the wall of one of its stores.

More than 9,000 people signed a petition to calling for the sign to be removed from fashion chain's shop in the Bluewater shopping centre in Kent.

Rachel Gardner, who started the petition, said that the image sent out a negative image to girls.

She was told about the sign by a friend who saw it while shopping with her 11 and 13-year-old daughters.

Rachel, who is a youth worker, decided to set up a petition and a number of people on social media posted complaints about the branding.

The fashion chain says that its mission is to "empower females globally to be confident in themselves".

Sharing, creating or sending nude images of people under 18 is illegal, even if the person doing it is under 18 themselves.

"[The sign] legitimises the pressure [teenage girls] feel under," Rachel told Radio 1 Newsbeat.

"I don't think for a moment a teenage girl will walk into a shop say 'Ooo send nudes', and just press send on a nude. Girls are not stupid."

Picture of a Missguided store

"If you feel that you have to have this perfect, hairless taut body that you have to get out all the time for everyone to see and then you see that message, that legitimises all that anxiety."

"It may then inadvertently add to you taking a nude and sending a nude when you don't feel ready for that."

Rachel says that the sign was initially covered before the company got in touch with her to say that it had been removed.

The BBC has asked Missguided for comment.

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