New Look deny 'cheat day' pyjamas are aimed at nine-year-olds

Fashion chain New Look has denied that the 'cheat day' pyjamas that caused fury on Twitter are aimed at young girls.

The clothes chain said that the pyjamas that feature a slice of pizza and the slogan 'cheat day' were mistakenly displayed in the children's section and are only available in adult sizes.

New Look issued the statement in response to strong criticism after eating disorder campaigner Ilona Burton posted a picture of the pyjama set displayed on an age 9-15 hanger .

Burton's tweet caused outrage on the social media site, with Harry Potter JK Rowling retweeting the post to her nearly eight million followers.

New Look said the sloganed PJs were a novelty, 'tongue in cheek' item that reflects 'lifestyle trends'.

A spokesperson told ITV News said: "The pyjamas in question are not part of our children's range and are on sale in adult sizes only. It appears that they were mistakenly displayed in the wrong area in this instance and this has now been rectified.

"This item is an adult pyjama set and is intended as a tongue in cheek novelty item, reflecting current lifestyle trends. New Look has always taken its responsibility in promoting body confidence very seriously, particularly when it comes to our younger customers."

The fashion store was accused of promoting an unhealthy relationship with food after Burton's picture of PJs hanging in the children's section. She wrote: "Can we all tell @NewLookFashion that 9 year olds shouldn't even know what a 'cheat day' is? So wrong."

Her original tweet was retweeted over 6000 times.