A lingerie brand in Australia has been forced to defend itself after featuring a non-binary model in its latest campaign.
Honey Birdette was flooded with horrible comments after posting photos of Jake Dupree wearing its $460 Ruby Red three-piece set.
The model posed in the bra, G-string and suspenders and looked fantastic in the images uploaded to social media.
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However, many took offence to the decision to use Dupree in the campaign.
While Honey Birdette turned comments off on the original post, it didn't stop angry customers from flooding other uploads with nasty messages.
One person wrote: "Pretty interesting the comments were turned off your last post. Not buying this product due to lack of accountability."
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Another added: "Won’t buy anything from you!!"
A third said: "Just lost a good customer. Epic fail."
Many said they would now boycott the brand because it doesn't align to their beliefs.
However, the company has now issued a message on social media to hit back at all the haters.
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"Honey Birdette fosters an inclusive and diverse environment, and we will continue to use our voice to empower and support the LGBTQ+ community, women, and anyone who wants to feel fabulous in our lingerie," it said on Instagram.
"While thoughtful and constructive discussions are important to push culture forward, hate speech and bullying will not be tolerated on our channels.
"Comments of this negative nature will be deleted. @jakedupree, you are so talented and have our full support!"
The model at the center of the scandal admits the reaction has been 'tough' to deal with, however they are holding their head up high.
Because why not when you look this good.
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Jake said on Instagram: "Days like this are tough, but I’m tougher.
"Thank you for so much love and support today! I heard from so many of you, and I genuinely appreciate all your kind words…and some funny comebacks that really made me laugh.
"Putting yourself out there is always open to criticism and differing opinions, but I think there’s a kinder, more understanding bridge to be built between those differences.
"I’m going to keep pushing to make my dreams and goals come true, and I know that comes with challenges that are far beyond my control.
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"I know kindness and respect go a long way, and those two things will always outshine hate! So wear what you want to wear, be who you REALLY want to be, and have as much fun as possible doing what makes your heart happy!!"
Couldn't have said it better.