Victoria's Secret made the headlines yesterday for a photo posted on their Facebook account.
The image in question shows a model with her hands against a wall wearing the lingerie brand's 'Cheeky' briefs.
Why all the fuss? People thought it was a massive "Photoshop fail".
Commenters were quick to point out that the model's left bottom cheek had been seemingly removed in post-production.
"I don't think you can call it "cheeky" if she only has one cheek," one Facebook user wrote.
"'Truly. Madly. Cheeky.' *Removes cheeks*," another joked.
But scroll through the hundreds of comments (there were almost 600 at the time of publication) and you'll quickly notice a shift in tone.
"Victoria's secret needs some curvier models!"
"All I can see is bones."
"It looks like a GUY!"
The debate then took a new turn, with women starting to speak out against negative comments about the model's appearance.
"As someone who is naturally skinny and curve-less, I've heard that my whole life," one wrote.
"More diversity is great, but maybe without putting curve challenged women to shame. Seriously. Why can't we be friends?," another user added.
Whether the supposedly missing cheek is due to Photoshop, or just the position of the lighting as some users pointed out, there is never an excuse for body shaming.