New Zealand menswear brand I Love Ugly has received major backlash following the launch of its debut jewellery campaign.
The campaign features a fully-clothed man showcasing the rings by covering parts of a naked woman's body including her crotch, breasts and buttocks with his hands.
Consumers have taken to social media to express outrage, labelling the campaign 'misogynistic' and 'disgusting'.
Following an influx of complaints, the brand has since uploaded revised campaign imagery depicting a clothed woman wearing the products against a shirtless male model.
I Love Ugly took to its Facebook page to respond to criticism.
“Jewellery is one of those things you either love or hate on a man.
“We tried our best to rework something that makes a lot of males a little uneasy and turn it into something the dubious could potentially see themselves wearing.”
At this stage the brand has declined to provide further comment on the matter.