On Facebook, Ella Sophie Thorpe shared two images from Boohoo’s mobile app, showing the same model with remarkable different waist sizes.
The model is pictured wearing Boohoo’s Western Style Button Through Denim Skirt, priced at £18.
Boohoo’s website states that the model is wearing a size 10.
In one image, her waist is cinched in, but in another, there’s a much smaller waist to hip ratio.
Ella wrote: ‘So supposedly boohoo.com are about empowering #AllGirls, yet they feel the need to significantly Photoshop the waist smaller on a size 10 model?
‘Next time, maybe avoid uploading the original photo to your app as well as the edited one…’
It’s not clear which image was edited, but in the picture where the model has a skinnier waist, she’s also missing one of her earrings.
The brand was previously criticised when it claimed to be for #AllGirls in a 2017 campaign that didn’t feature any plus-size, disabled or trans women. Or women over the age of 30.
According to the campaign’s copy, Boohoo is ‘absolutely inclusive of all shapes and sizes, all styles and trends’.
Boohoo has also been criticised online for their lack of diversity and propensity for showcasing plus-size clothes on models who are size 12 and under.
Customers have taken to Twitter to express their displeasure, with users accusing Boohoo of ‘disgusting and incredibly damaging’ practices.
Boohoo’s plus size range starts at a 16, but several of the models featured definitely don’t look close to that size.
Boohoo had not responded to requests for comment at the time of publication.