Roberto Cavalli has sparked outrage and caused protest outside London department store Harrods because of a controversial fragranceadvert from the fashion house.
The ad in question sees model Georgia May Jagger strike a pose in her underwear while sporting an H-like emblem, similar to the symbol used by Sufi Muslims to refer to Allah, on her skin.
Protestors claim the image "cheapens" and "degrades" one of its most holy of symbols and has called for the brand to stop using it.
While the ad had only recently prompted protests outside the world-famous Harrods, campaigners have also taken to the streets in Dusseldorf, Germany, and Los Angeles, since the campaign images were first released in the middle of last year.
According to reports, protester and American student Nasim Bahadorani, said: "To use something that means so much to us for corporate profit cheapens our sacred symbol.
"It's disrespectful, offensive and degrading. We have this sign that to us represents blessed peace. It's a refuge."
Adding: "To see it disgraced like this for a company to make money is heartbreaking."
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Despite this Roberto Cavalli, which has used the image in campaigns since 2011, claims the symbols are not the same. The designer's stance is also supported by the EU, which last month rejected a request by Sufi groups to ban the company from using the sign.
A spokesman for the fashion house told the Mail Online they were "deeply saddened by the distress expressed by" the Sufi community but that they hope the EU ruling will "convince the Sufist religion of the complete good faith and the groundlessness of their requests".