Truworths has enraged social media with its 2016 Mother's Day campaign as consumers are baffled, angry and downright disappointed in the brand's lack of judgement.
Facebook user Lauren Kreuger posted a picture of the in-store imaging that features a very young-looking, very slim model posing in lingerie.
"Truworths ... How can this be your Mother's Day campaign!?! Firstly she's about 17. Secondly, why is she being sexualised? What does a teenager in her bra possibly have to do with Mother's Day? Heaven forbid we mothers actually looked older than 20. Heaven forbid we have a less than perfect stomach. When I'm looking after my toddlers I basically just swan around in my fancy undies too."