Stella McCartney has been criticised for uploading a picture of a worryingly thin model with the caption "worn well!!! X Stella," on her Instagram page.
The British fashion designer took the photo backstage at her Spring/Summer 2015 show during Paris Fashion Week on Monday. The model was seen wearing a white tank top featuring the image used on her show invite.
Hours after the photo was posted, McCartney received a flood of angry comments from disappointed and disapproving followers. She was consequently forced to remove it and later replaced the former photo with one of British model Malaika Firth wearing the same top.
One Instagram user said, "Shame on you Stella. I thought you designed with real women in mind. This is too much."
Another commented, "Appalling image. This young lady is clearly very ill and the body image being used is all that is wrong with the fashion world."
Four days after the backlash started, a spokesperson for the fashion house has issued an apology.
"We are a house that celebrates all shapes, all sizes, all races and all ages," the spokesperson The Independent.
"We should have been more mindful... It was a quick snap done backstage that was misleading. We listened to our followers and we took it down and replaced it. We can only apologise if we offended anyone."
While the initial photo sparked outcry from fans of the designer, there have been a few more positive comments made under the new image.
"I think she, this model, and all types models are beautiful regardless of size just as long as they're healthy," one user wrote.
Another posting the following message. "Just because someone is thin, it doesn't mean they're unhealthy. People come in all different shapes and sizes lets please stop shaming other human beings. It's disgusting behaviour."
Stella and her team have been quick to address the issue and make a formal apology - while reiterating the brand really does celebrate all women.
But fans of the brand have said they are "still incredibly disappointed" by McCartney's promotion of a thin model.
LOVE THIS DESIGNER? If you haven't seen her full Spring/Summer 2015 catwalk collection take a flick through this gallery to see what Stella's girls will be wearing next season.