The budget jewellery chain, that caters to a large market of fashion loving tweens and teenagers, incited a social media furore after launching the Playboy for Diva collection earlier this week.

Parents, customers and advocates for women and children's rights have inundated the retailer's official Facebook page for two days, threatening to boycott them.

"Understands [sic] why you could be a little upset with our Playboy range but the infamous bunny has become a [sic] iconic fashion brand and our range is in the name of fashion!" Diva responded on Wednesday.

Complaints were being addressed by representatives until the discussion got heated and expletive-riddled posts had to be removed.

"Appreciate your feedback but the bunny is simply a brand targeted at an older audience... diva products are for girls of all ages..." was a reply to one angry fan.

Diva advertisements and products regularly grace the pages of a number of Australian glossy magazines, including teen publications Girlfriend and Dolly.

The new collection of budget earrings, rings and necklaces all featuring the Playboy name and bunny motif are available online and in store.

A press release described the accessories as "the perfect amount of jewels and just the right amount of sexiness Playboy for Diva will have every girl feeling glamorous and red carpet ready."

Author and advocate for women and girls Melinda Tankard Reist suggested the collaboration will further promote the Playboy brand to a younger and more mainstream audience.

"Girls are being targeted with the major brand of the global sex industry, founded by pornographer Hugh Hefner, who is responsible for the exploitation of female sexuality on a global scale," Ms Tankard Reist told WAtoday.com.au.

"Playboy has been very clever with its marketing, establishing its brand on doona covers, pencil cases, wallets, key rings, stationary, make-up, girl's clothes and even embedded into children's movies such as Hop.

"As a result many girls are walking billboards for a sex industry brand while thinking it is just about a cute rabbit. Diva is the latest company to market porno chic to girls."

17-year-old Brooke Phillips, a regular Diva customer, said she had heard of Playboy but did not know of the bunny's origins.

"A Playboy is a house bunny that lives in the Playboy Mansion. They work for Hugh Hefner don't they?"

Attempts made by WAtoday.com.au to contact Diva for comment went unanswered.

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