When Mel Fraser tweeted this photo of a mannequin with a visible ribcage in a Glasgow branch of Primark, it was shared over 1,400 times.
Dear @Primark, is it really necessary that these new mannequins have protruding ribs??
"Before I get anyone saying that I'm skinny bashing, I'm not," Fraser added on her Instagram feed. "I'd just like to see mannequins in clothing stores being all different shapes and sizes rather than young girls thinking that this is the only way to be!"
Primark responded quickly.
@Melfyx Mel, thank you for bringing this to our attention. We'll speak to our team tomorrow. Can you let us know what store this was pls?
And took action within days, confirming that they would stop using these particular mannequins "in this way".
@Melfyx We're currently changing our window displays. The mannequins you describe will not be used in this way again.
Similarly, Michael Rudoy complained about "skinny" mannequins appearing in a La Perla lingerie store in New York, in May. They were later removed.
How does #LaPerla think ribs on a mannequin is ok?! @SethMatlins