IVF families have been uploading photos to Twitter in solidarity with Elton John's boycott of Dolce & Gabbana.
The fashion veterans were blasted by Elton on social media this weekend after comments from Domenico Dolce and Stefano Gabbana stating: "We oppose gay adoptions. The only family is the traditional one.
"No chemical offsprings and rented uterus: life has a natural flow, there are things that should not be changed."
"You are born to a mother and a father – or at least that’s how it should be,” Domenico said. "I call children of chemistry, synthetic children. Uteri [for] rent, semen chosen from a catalog."
The 'Your Song' singer announced a boycott of the Italian fashion brand on Sunday.
In addition to Elton's social media outburst, many other people with "non-traditional" families started joining the boycott and showing off their children.
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The 'Rocket Man' singer turned against D&G on his Instagram account, saying: "How dare you refer to my beautiful children as ‘synthetic’. And shame on you for wagging your judgemental little fingers at IVF - a miracle that has allowed legions of loving people, both straight and gay, to fulfil their dream of having children.
"Your archaic thinking is out of step with the times, just like your fashions. I shall never wear Dolce and Gabbana ever again. #BoycottDolceGabbana."
How dare you refer to my beautiful children as "synthetic". And shame on you for wagging your judgemental little fingers at IVF - a miracle that has allowed legions of loving people, both straight and gay, to fulfil their dream of having children. Your archaic thinking is out of step with the times, just like your fashions. I shall never wear Dolce and Gabbana ever again. #BoycottDolceGabbana
The pair have since released a statement backtracking on their remarks.
"We talked about our way of seeing reality, but it was never our intention to judge other people's choices. We do believe in freedom and love."
"I'm Sicilian and I grew up in a traditional family, made up of a mother, a father and children," Domenico Dolce added.
"I am very well aware of the fact that there are other types of families and they are as legitimate as the one I've known. But in my personal experience, family had a different configuration.
"That is the place where I learnt the values of love and family. This is the reality in which I grew up, but it does not imply that I don't understand different ones. I was talking about my personal view, without judging other people's choices and decisions."
Domenico and Stefano were previously in a relationship together but separated in 2005.
Back in 2006, Stefano revealed that he had asked a female friend to act as his surrogate, however, he did not feel comfortable with the idea of two male parents.
"I am opposed to the idea of a child growing up with two gay parents," he stated. "A child needs a mother and a father.
"I could not imagine my childhood without my mother. I also believe that it is cruel to take a baby away from its mother."