American Apparel is facing heat for a provocative back-to-school campaign in the U.K.
The retailer published photos showed models leaning over in plaid, schoolgirl-style skirts.
The photos, some of which have been removed, ignited a firestorm among shoppers.
One Twitter user posted the photo and wrote they were fueling "Lolita fantasies and rampant sexism a plenty."
Other Twitter users chimed in:
No way....that is so cliched...I feel a mixture of defiled, sad and let down @VagendaMagazine @anygirlfriday very child prostitute
- rebecca pearson (@rebeccapearson) August 7, 2014
@anygirlfriday this is really very dangerous and wrong!!!
- daftmamma (@Angeline1611) August 7, 2014
@VagendaMagazine @anygirlfriday how can a society that so publicly reviles peadophiles just allow this sort of advertising! #doublestandard
- Joanne Foy (@jojolafoy) August 7, 2014
American Apparel hasn't commented on the photos.
This isn't the first scandal to rock the retailer.
In June, CEO Dov Charney was fired, stemming from long-time allegations of sexual harassment of employees.
They've also had ads banned in the UK for being too suggestive.
