A “plus size” woman sparked backlash after modelling swimwear.
The blonde bombshell looked stunning as she flaunted her toned body in various bikinis and cossies.
But many shoppers were horrified by the pictures, remarking that the woman wasn’t curvy enough to front the campaign.
The Boohoo website claims that the woman is wearing “size 16” garments from the Gemma Collins collection.
Many were concerned that Britain’s average dress size was being labelled as “plus size”.
Others were adamant that the model was smaller than the website says she is.
In a viral Facebook post, Wolverhampton man Rory Mason criticised the retailer.
He wrote: “So according to #Boohoo this is a ‘plus size’ model.
“That’s f****** appalling to be honest and I’m not even a woman.
“No wonder girls are so body conscious, calling each other ‘fat’ when this is classed as being plus sized.”
In a matter of days, Rory’s post has racked up 12,000 likes and 13,000 shares.
Many agreed that the model was not curvy enough to be “plus size”.
One Facebook user wrote: “Where is the ‘plus in this? Absolutely disgraceful that this lady has been labelled ‘plus size’.
“No wonder society is it like it is. Lovely figure. This absolutely stinks.”
Another customer tweeted: “@Boohoo I have been shopping with you for a long time but I am so disappointed.
“Your plus size models are no more than a size 12. Of course we are offended!”
A third simply said: “Plus size?! I must be whale size then”
Daily Star Online is currently awaiting a response from Boohoo.com.
In recent months, many brands have been praised for their inclusive model selections.
One ASOS model was praised for these gorgeous swimwear snaps.
Many also commended the retail giant for not airbrushing out “cellulite”.