A mum who ordered a size 10 dress was left in disbelief when it turned up so small - it barely fit her ten-year-old daughter.
Personal trainer Nicola Gail ordered the red, bodycon style stress, from Pretty Little Thing - Chronicle Live reports.
And keeping to her normal size, she ordered a size 10 from the fashion firm - which sponsors Love Island .
However the mum was left fuming when she tried the dress on, to find she couldn't even get it past her elbows and knees.
Nicola said: "They do no good for a woman's self-confidence.
"It is sending out the wrong image to people.
"I felt horrible when I tried it on and I also felt disappointed as I had wanted to wear it out.
"But I wouldn't even order it in a different size after this as it would have to be massive."
Nicola says she can sometimes squeeze into a size 8, but after trying on the tiny dress, estimated she would have had to order a size 14 or 16 to fit into the garment - which she said "was not cheap".
However, instead of returning the ill-fitting dress Nicola gave it to her daughter Caitlin who said "laughed at the fact it couldn't fit me, but it could fit her."
The 32-year-old, who lives in the Chester-le Street area said now she wants an apology from the company and for them to sort out their sizing.
She said: "With the work I do, I hear about people's confidence [with dress sizings and shapes] all the time, and to make items fit that badly is morally wrong.
"The company does a lot of advertising with Love Island, and people will have seen their clothes on that - but this could just feed any issues people have with their body.
"I would want them to look at their sizes and to take the lines off if it isn't the right size."
ChronicleLive contacted Pretty Little Thing for comment.
It is understood that the customer service department will look at Nicola's complaint.
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