Appalled shoppers are calling on centres around Australia to take down life-sized advertising for a controversial lingerie chain that they have likened to "soft porn".

Sydney mother Kat Israel said she avoided walking past the Honey Birdette store at the Macquarie Centre because she did not want her children to see the its latest window banners.

Ms Israel said she found the advertising sexist, with women "posed to be very sexual" and "looking very sultry".

"People can buy what they like and that's fine but I think they shouldn't be allowed to have that sort of advertising there in a public space."