The latest fashion body image uproar has been provoked by an unlikely vendor - streetwear retailer Surf Dive N Ski.
The retailer's swimwear campaign was pulled before the Advertising Standards Board over concerns it reinforced body issues about weight.
The campaign features three figures on the beach; a man in speedos and a woman in a bikini with their backs to the camera, and a man facing the camera in boardshorts laughing.
The text reads, "life is better in boardshorts".
Complaints to the Advertising Standards Bureau alleged the campaign was offensive to women.
"The image is clearly offensive to women and it is demeaning and reinforces the body image issues about weight," a complainant noted.
"I am a teacher of young women and this company is targeting this market segemnt.
"It is also problematic that it appears to be a man's statement that some women bodies are offensive or unappealing if they are fat."
Surf Dive N Ski did not respond to the Board by the time of the hearing.
However, the Board determined it did not breach advertising codes.
"The Board noted that whilst the woman in the advertisement does appear to be a bit overweight, in the Board's view the advertisement is depicting a realistic scene which can be found on Australia's beaches every day," the Board's determination stated.
"The advertisement is not suggesting that the woman should cover herself up because she is overweight but rather is a comment on the unflattering nature of a bikini compared to boardshorts."
The Board determined the most likely interpretation is that boardshorts are more comfortable to wear as there is both a man and woman not wearing the garment in the campaign.