A Zara advert is The Sex Factor Episode 8 Playing With The Prosgetting called out on Twitter for telling women to love their bodies while featuring an image of two models in skinny jeans.

The campaign is emblazoned with the words "Love your curves" but the absence of curvaceous models has left many customers pretty bewildered.

The ads have been in stores since early February, but a tweet by Irish radio personality Muireann O’Connell has prompted others to call out the retailer for its confusing ad.

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O'Connell was quick to point out that there's nothing wrong with the models, but she believes the marketers "distorted their image".

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Others heaped scorn on the retailer for its marketing fail.

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And, some wondered if the ad was intended to be ironic.

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"Curves? Where?" asked one person on Twitter.

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However, someone raised an important point, suggesting that Zara might be encouraging people of allbody shapes and sizes to celebrate their curves.

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Zara didn't immediately respond to Mashable's request for comment.