Pretty Little Thing has come under fire after they released a promotion video of their latest collection with a social media influencer.
Shoppers quickly took to social media to call the brand out after they released the promotion video, unhappy with the choice of model.
The line, made up of tight dresses and swimwear, is in collaboration social media influencer Demi Rose Mawby as they announced she is a new ambassador of the brand.
Known for her over Kardashian-like hourglass figure, Demi Rose is an influencer who found fame when she was just 18 and now at 26, she has an impressive 17.2 million followers on Instagram.
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But her latest collaboration with fast fashion brand, Pretty Little Thing has not gone down too well with shoppers, Manchester Evening News reports.
Posting the promotion video on Twitter, PLT said: "PrettyLittleThing @DemiRoseMawby Edit is here. Get ready to serve up nothing but body-ody-ody."
But the post quickly received backlash, with many shoppers calling out the brand for using a model with unrealistic body types.
Responding to the post, one critic blasted: "The model is stunning.
"However, we need women with real bodies please."
Another said: "How are we going to see what the clothes look like on people that aren’t shaped like Demi-Rose."
"How many women in real life do you know that looks anything like her??? Who exactly are ur target audience ? Cos it can’t be women with actual real bodies," said somebody else.
A fourth disgruntled shopper said: "For who’s body??? My body is real, I have lumps, bumps and cellulite. It ain’t gonna work for me. This is for you BBL babes."
BBL stands for Brazilian Booty Lift, a surgical procedure that removes fat from the lower abdomen and other areas, and placed in the buttocks to give a smaller waist but bigger bum.
Speaking to the Manchester Evening News, a spokesperson said: "PLT is a brand which celebrates all women and body inclusivity and we are really proud to represent #everyBODYinPLT.
"We work hard to promote this message with a diverse range of talent and influencers."
