Italian teen clothing label, Brandy Melville, has come under fire for its "one-size-fits-most" policy.
To make matters worse, it also appears to have one target audience: young, blonde, long-legged, white girls.
The vibe is laid back, glossy, Californian-cool and you only have to check out the brand's Instagram page to see why body image activists are concerned about the brand message here.
With 18 stores in the US (the majority in California and New York), the brand has become hugely popular with teenage girls looking for their latest fashion fix - crop tops, high-waisted hotpants, mini skirts and way-above-the-knee dresses.
So, is the issue that the sizing is too exclusive (Brandy Melville reportedly only stock small or one-size)? Or has the backlash started because the brand is being shortsighted and selective about its representation of teen girls?