Pretty Little Thing stocks sizes ranging from four to 28 – and it even has its own collaboration with plus size model Ashley Graham.
While many think this is a positive thing, some Instagram users have bashed the online retailer for its curvy campaign.
The brand was accused of “promoting obesity” by enlisting the help of size 18 models.
Do you think there is anything wrong with the images?
PLT hired Tabria Majors and Kayla Jane to model some of its new bikinis.
The social media stars, who wear sizes 18-20, sported brightly coloured swimwear.
In another snap, 26-year-old Instagrammer Daisy Christina sported a silky mini dress.
While the images racked up around 300,000 likes in total, they did spark a backlash.
Some fashion fans feared that the plus size women were promoting unhealthy lifestyles.
One commenter wrote: “Ugh. The unhealthiness jumped out in this pic.”
Another said: “Obesity is a serious health concern and it should not be advocated for.”
A third added: “It’s not OK to be obese. We should be taking care of our bodies not promoting this.”
Despite the controversy, others were supportive of the brand’s decision to cater for curvy women.
One Instagram user remarked: “Stunning. Good on your PLT for not constantly putting unhealthy looking size 0 models.”
A second argued: “No, this isn’t promoting obesity, it’s advertising clothing on bodies other than a size 6.
“It’s showing the UK average sized woman how they could possibly wear an outfit.
“They are curvier ladies, they are hardly morbidly obese. They look amazing.”