The much-hyped Roberto Cavalli for Target collaboration has had its first taste of controversy.
The campaign was pulled before the Advertising Standards Board (ASB) after complaints around sexualisation, nudity and breaches of community standards.
The complaints centred around a television commercial showcasing a model in range of clothes from the collection, including bikinis, dresses, micro shorts and sparkly tops whilst being photographed.
One complainant alleged it should not have been screened during a child's television program was was better suited to "late night TV" or "strip clubs".
Target Australia heavily defended the campaign in its response to the ASB.
"We consider the advertisement to be appropriate and in line with Target's brand values.
"The target market for the advertising is women and the main message is that the Target range of Roberto Cavalli clothing is accessible to the Target customer.
"We consider that the advertisement is appropriate for and reflective of our target market and would not offend the sensibilities of the general public within the context of an advertisement for women’s clothing and swimwear."
The retailer also denied it breached codes around advertising to children.
"The advertisement is not primarily directed to children aged 14 years or younger and is not an advertisement for a product which is targeted toward or has principal appeal for children."
The ASB dismissed complaints, noting it had been given a 'G' rating by authorities.
"The Board noted that the advertisement is in keeping with similar advertisements for women's fashion wear and that the model is wearing appropriate clothing available to buy from Target throughout the advertisement."