Hollister has responded to complaints that a model featured on their Facebook was too skinny by taking the image down.
"Leading a healthy and active lifestyle is a core part of our brand and company culture," a company spokesman told Yahoo. "We think these are qualities that appeal to our customer base. Because the photo may not have been consistent with this message, we have removed it."
The picture wasn't removed quite fast enough, however, with social media quickly grabbing hold of the image and circulating it on Twitter.
"@HollisterCo pretty girl! But her legs are too slender," user @Nixondoll posted.
Others were even more outspoken.
"@scarywhite_VAN it freaked me out when I saw it lol it's gross!" @Danica2013 wrote.
Hollister's parent company, Abercrombie & Fitch, has also been the target of its fair share of negative feedback for the images it relies on in advertising.
In May last year, CEO Mike Jeffries issued a pseudo apology when a 2006 Salon article surfaced in which he told a reporter that his brand's target audience was the "popular kids."
"In every school there are the cool and popular kids, and then there are the not-so-cool kids," he said. "Candidly, we go after the cool kids. We go after the all-American kids with a great attitude and a lot of friends. A lot of people don't belong in our clothes, and they can't belong. Are we exclusionary? Absolutely."
Abercrombie & Fitch was also criticized for carrying women's double zero and XS sizes, but no XL or XXL.
Hollister has not yet confirmed whether or not the model's legs were photoshopped.
