A catalogue marketing sexy lingerie for pregnant and breastfeeding women, under the label "Hot Milk" has been decried as "soft porn" by some customers.

Lingerie designers Lisa Ebbing and Angela Crosbie launched their Hot Milk line when Ebbing, a Tauranga-based former advertising rep, couldn't find any exciting maternity underwear.

The catalogue was distributed to potential customers by Breastmates, which markets online to a data base of 780 breastfeeding and pregnant mums.

Complaints came from women upset to find "explicit images" and "soft porn" in their inbox.

Breastmates' website director Frances McInnes was flabbergasted by the complaints: "Oh my God, take a chill pill," was her first reaction, then she realised the reaction had to be due to the model being pregnant.

"What is offensive about pregnant bodies?"

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