Fashion brand Zimmermann might be one of the coolest new brands around, but according to angry customers its latest ad campaign isn’t hot.
The Australian company featured a model wearing a deep burgundy bikini top with high-waisted bottoms while posing in a meadow in Mustique as part of the its Resort Swim 2017 Collection.
However the image, which was posted to Facebook, has angered fans who claim the label is promoting a negative body image due to the model’s “underweight” frame.
The photo, posted on Monday, has received more than 100 comments from individuals, most of whom follow the page for updates on the feminine, floaty, and modern designs.
“This is not ok Zimmermann and I hope this girl is being given all the support she needs. Please don’t use underweight talent. It’s not helping anyone, especially your brand and impressionable customers who wonder why they don’t look like that in the change rooms trying on this bikini,” one wrote.
Another woman said she was so “shocked” at the picture that she needed a second opinion. “I held this picture up to my husband and he said ‘anorexic’ without any prompting from me. You’ve got to be more morally responsible in this day and age Zimmermann,” she said.
Someone else added that she was concerned for the brand because of the model they had chosen. “Zimmermann I’m unfortunately with the masses. Your clothes are beautiful but they should dress a healthy, fit, nourished body. The message in this image is damaging and dangerous,” she said.
Although it should be noted that many were quick to defend the popular company and the model on the social media site, with one woman claiming “haters are gonna hate regardless.” Plenty also tagged their loved ones, dropping hints that the suit style should be gifted in the future.
“I bet you if this model was fat and full of cellulite people would be saying ewww that’s gross, why would they wear something so revealing? If she too skinny ewww I can see her bones she’s a skeleton!!!! All of you people have to give yourselves a really good look in the mirror,” the commenter said.
Yet the biggest problem of them all? The advertisement is for swimwear and there isn’t even any water. What a fail! Meg Holland also thinks the real issue is that the bikini costs $300 for a pair of grandma undies and a halter bra. “No bikini is worth that,” she wrote.
Yahoo has reached out to Zimmermann for comment and will update if we hear back.