Next has pulled a children's top from sale after complaints on social media about the potential message it was sending to children.
The long-sleeved grey top with the words 'Happy Girls Are The Prettiest’ written across the front in sequins was available to buy for children aged three to 16 years old.
People argued on Twitter that the slogan implies unhappy girls are unattractive, which could put pressure on those who suffer from mental health issues.
Eleanor Pugh-Stanley was one of the first to pick up on the issue.
Others soon caught on and tweeted mental health charity Mind to bring them in the conversation.
Next initially replied to a complaint on 29 September, tweeting back: "We are working on making our ranges as inclusive as possible and avoiding gender stereotyping. We will definitely feed your concerns about this particular style back to the teams."
However, since more complaints came in the British retailer has decided to pull the top from sale.
Confirming this in a tweet, they wrote: "We’ve decided to remove the item from sale. We apologise if we have upset or cause offence to any of our customers this was never our intention."
According to Mashable the top's slogan is a snippet from an Audrey Hepburn quote: "I believe in being strong when everything seems to be going wrong. I believe that happy girls are the prettiest girls."
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