'We sincerely apologise': Kmart REMOVES a $6 bridal costume for children from shelves after angry mums accuse the store of 'promoting child marriage'

Little girls LOVE dressing up. This would have been an indulgence for one

Kmart Australia has pulled a $6 wedding dress costume for children from the shelves after public outcry over the 'inappropriate' Halloween costume.

The retailer was bombarded with angry messages on Tuesday when Melbourne mother Shannon Barbone pointed out how distasteful she found the ensemble and started an online petition to have it banned.

As a result Kmart has 'sincerely apologised' and will no longer be stocking the dress.

'Kmart Australia regrets the decision to range the bride costume (ages 4-6 years), it was not intended to cause offence and we sincerely apologise,' a spokesperson told FEMAIL.

'We have made the decision to withdraw this product and we encourage customers who have product concerns or feedback, to please get in contact with our Kmart Customer Service team.'  

Shannon was shopping for a Halloween outfit for her young daughter when she came across the white gown nestled between the fairy and unicorn costumes.

Outraged by what she saw as a promotion of 'child marriage', Shannon started a petition on Change.org to see the dress removed completely from stores. 'A child bride costume currently exists on Kmart shelves in children's sizes,' she wrote on the petition, which has been signed by 179 people.

'Tell Kmart this is beyond inappropriate and offensive and that they have a social responsibility to pull this item off their shelves immediately.'

The dress, which has a hemline down to the knees and includes a veil and sweetheart neckline, is targeted for girls aged between four and six.

But others found her anger over the costume ridiculous and said this doesn't equate to actual child brides.

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