AMY Childs has revealed her daughter Polly is launching her own fashion brand – but fans are concerned over the money-spinning venture.
The TOWIE icon, 36, has announced that her nine-year-old is launching her first kids range of active wear.
Sharing the news on the brand’s new Instagram page, an excited Polly was seen walking down the stairs in a bright pink tracksuit.
She gushed: “I’ve got my own clothing brand and it’s named My Polly. I’m so excited about my brand. My own clothing brand, woo!”
Showing off her outfit, Polly continued: “This is my favourite outfit from my My Polly range. The pink set is so cute.
“This is so comfortable and I can wear it everyday.”
It was captioned: “@mypollyuk kidswear coming soon, first launching with kids active wear from ages 4-14.”
Polly is working on the collection with her mum as well as her uncle Harry Derbidge.
The caption continued: “We are so excited to be launching a kids clothing company with Polly as the brand.
“For a long time now we have wanted to create a fashion company that was affordable and stylish for kids as there is nothing out there stylish for kids who want to feel grown up.
“Fashion changes so quick and we know how to keep on top of it and keep the trends available online. Kids want to feel more grown up and dress grown up and not childlike clothing.
“My Polly kids wear will bring fashion to life for kids with stylist outfits. Amy is the vision, the mother and knows exactly what is on trend, Amy has a huge experience in clothing from years of having her own clothing lines online and in major retailers
“Harry is the eye and focus of the business and has years of knowledge in fashion buying and running online sales and business… and Polly is the heart of My Polly,” they concluded.
Sophie Kasaei commented: “This is so exciting!”
Dani Imbert said: “Stop it I’m obsessed,” and Helen Flanagan wrote: “Omg what a cute little girl.”
However, fans weren’t completely sold on the idea and took to the comments section to share their thoughts.
One person penned: “God let her be a child a little longer.”
Another social media user expressed: “She’s a child. Let her enjoy being a child.”
Somebody else said: “It’s all about the money, money, money as the song goes.”
While a fourth added: “Something feels off about this. Sorry but it’s a money making thing and doesn’t seem right.
“She isn’t old enough to do this sort of thing and have the maturity to understand.”
Not all of Amy’s fans felt the same way as one gushed: “We can’t wait to try it, we love the flares!”
Another follower added: “Omg, she’s brilliant. She’s gonna go far, bless her.”