“Love your curves” sounds like a great marketing campaign for a clothing store — except when that same saying is shown alongside super-thin models.

Zara is catching tons of flack after an Irish radio personality tweeted a picture of a very unsettling store display. Muireann O’Connell noticed that a promo image for skinny jeans seemingly contradicted its caption, and her complaint soon racked up over 20,000 likes.

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You have got to be shitting me, Zara. pic.twitter.com/tiOsJv5AVy

— Muireann O’Connell (@MuireannO_C) February 28, 2017

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Twitter users have spotted the same display in other locations too, and they won’t let the popular fast-fashion chain live this down.

As long as the curves fit into the small size, no @ZARA?
Siempre que las curvas quepan en la talla S, no @zaraes? #WrongPhoto #Yaosvale pic.twitter.com/xjMx7MK8na

— Bea (@BeaPrietoP) February 15, 2017

@ZARA I’d have a word with your advertising department…..curves?…..where?… pic.twitter.com/Ela4HiUsdO

— Millie Faulkner (@MillieatLRC) February 15, 2017

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I assume Zara is doing irony. pic.twitter.com/8BAomw5Yy8

— Just John (@emptyjamjar) February 28, 2017


— MattMo (@mattmodeterding) February 28, 2017

Hey @ZARA if you’re gonna run a “love your curves” campaign… could you consider doing a wider range of sizes pls?! #plussizepls

— Lu (@Lu_VoiceFM) March 1, 2017

Love your curves – @ZARA pic.twitter.com/4ERvTka2sO

— Bert Swattermain (@BertSwattermain) February 28, 2017

According to Glamour, the sign has popped up in stores over the past month, most likely advertising the brand’s Body Curve jeans.

While it’s important to respect all body shapes and sizes, this probably well-intentioned campaign caused more confusion than celebration. Some critics wondered why the company didn’t include a more diverse group of women in the image. Others, including O’Connell, blamed Photoshop — not the models — for the disconnect.

A few people have interpreted the puzzling picture another way though. One person wrote, “Isn’t it possible that Zara is trying to help girls who see themselves as “sticks” to realize that they too have curves?” While that definitely could be the case, that conversation still revolves around what women’s bodies should and should not look like.

Either way, the overwhelming backlash classifies this tone-deaf image as a total marketing fail.

[h/t Mashable]

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