General Pants cops backlash

General Pants is receiving heat for its denim campaign 'FIT IN'.

Customers have taken to social media to express concern at the portrayal of female models in the creative.

FIT IN, which spans print and film, showcases denim looks from leading international brands including Ksubi, Insight, Nudie Jeans and Dr. Denim Jeansmakers.

However, the shoot has sparked debate over the sexualisation of women. 

"Why are 3/4 of the women half naked and the men are all clothed?," one Facebook user wrote.

 

"If this is a campaign for denim, can someone please explain why the majority of the females are either naked on their top half or in their bras?," questioned another.

Other customers blasted the roll out of FIT IN across stores.

"Absolutely disgusted at the advertising on your shop window," one customer wrote.

"The disparity between the male and female models in this ad is appalling.

"The males are completely clothed, where is the females are almost naked with barely any clothing covering their breasts."

General Pants responded by asking Facebook users to contact the company for further discussion.

However, the move sparked calls for public accountability.

"I've read your replies to similar comments asking for comments to be PM'd. Please, lets have an upfront transparent debate in full public view about how you see this campaign."

ragtrader.com.au has contact General Pants for further comment.