A popular fashion brand has been forced to apologize after they put out a very insensitive and offensive 'fat-shaming' jumper costing around £128 for sale. The brand Revolve received heavy backlash after they put up a grey jumper with the slogan 'Being fat is not beautiful, it's an excuse' on their website. 

Many shoppers did not take well to the fact that the brand decided to use a "skinny model" to promote the clothes. They were also upset at some of the other slogans which were on the jumpers: "Too boney to be boned" and "sl*t feminist nightmare". Since all the backlash and outrage, Revolve revealed that there had been some major misunderstanding about the slogans and the jumpers were meant to be ironic and raise awareness about online trolls. 

They shared that the jumpers went online in a premature fashion without any proper context or explanation. Shoppers and viewers did not hold back from calling out the popular brand. One shopper wrote, "This is gross..who even thought that would be a good idea?" while another added, "I normally don’t get offended by the fat title or shaming. However, this shirt sends the wrong message to people who are struggling with this. We should be teaching them every size is beautiful". 

Another shopper added, "They didn’t think this one through. Nice to constantly have companies body shaming! It’s bad enough as it is with people having eating disorders because of pressure online and in the media". 

Plus size model Tess Holliday who has recently been spotted on the cover of Cosmo sporting a green swimsuit to encourage body positivity said, "LOLLLLL @REVOLVE Y'all are a mess".

Revolve issued a statement which read, "The capsule collection – originally conceived by LPA alongside Lena Dunham, Emily Ratajkowski, Cara Delevingne, Suki Waterhouse and Paloma Elsesser – was set to debut tomorrow as a direct commentary on the modern day 'normality' of cyber-bullying and the shared desire to create a community for those most affected by the epidemic". 

"Proceeds were set to benefit 'Girls Write Now', a charity focused on mentoring underserved young women and helping them find their voices and tell their stories through writing. The prematurely released images featured on Revolve.com was not only included without context of the overall campaign but regrettably featured one of the pieces on a model who's size was not reflective of the piece’s commentary on body positivity," the statement continued. 

"We at Revolve sincerely apologize to all those involved – particularly Lena, Emily, Cara, Suki and Paloma – our loyal customers, and the community as a whole for this error," the statement concluded.

Since the critique, Revolve has pulled down its collection and have also donated around $20,000 to the charity.