Top Clothing Brand Slammed For Fatphobic Jumper

"Basically it's the opposite of what it seems," said the company of the charity project, which involved Lena Dunham, Emily Ratajkowski and Cara Delevingne.

A leading online retailer has been criticised for advertising a jumper that features the message: “Being fat is not beautiful. It’s an excuse.”

US brand Revolve has received intense backlash online for the “fatphobic” quote -- and because the advertisement features a thin woman modelling the garment.

The jumper by label LPA was a collaboration that included quotes from celebrities Lena Dunham, Paloma Elsesser, Emily Ratajkowski, Cara Delevingne and Suki Waterhouse.

The project was supposedly an attempt to "shine a light on how horrible trolling is" and also included jumpers that read "Slut Feminist Nightmare" and "Too Boney To Be Boned" in the collection.

London based artist and social issues advocate Florence Given uploaded screenshots on Instagram from LPA assuring her the collection's message was "basically the opposite of what it seems".

Given added that model Paloma Elsesser is "mortified" by the way her quote was presented out of context and had requested it be removed.

Lena Dunham has addressed the backlash on her Instagram account, saying that LPA and its parent company -- Revolve -- did not consult "me or any of the women involved" about the way the shirts were presented.

"@revolve presented the sweatshirts on thin white women, never thinking about the fact that difference and individuality is what gets you punished on the Internet, or that lack of diversity in representation is a huge part of the problem (in fact, the problem itself)" Dunham wrote.

The actress continued on to write that she "cannot support the collaboration" and is "deeply disappointed in @revolve’s handling of a sensitive topic and a collaboration rooted in reclaiming the words of internet trolls..."

The jumper -- which was priced at $295AUD -- was part of a charity collection with proceeds planned to go towards a mentoring program for young women.

Revolve has since responded to the backlash in a statement to Teen Vogue, apologising for the tone deaf clothing line.

The brand wrote that the capsule collection was intended to be a commentary on "the modern day normality of cyber bullying".

"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 [sic] size was not reflective of the piece’s commentary on body positivity," the statement read.

Revolve noted that it has pulled the collection and donated $20,000 to the Girls Write Now charity.

Activists including Florence Given have celebrated the fact that the jumpers will not go on sale but highlighted the ongoing issue that "the fashion world still has a problem with fat bodies".

Main Image: Instagram/@Revolve.