Kim Kardashian has come under fire after fans spotted a major 'Photoshop fail' in her latest SKIMS campaign.
In an advert for her shapewear collection, Kim, 40, is seen tracing a finger across her infamous hips and nipped waist.
However, some fans noticed Kim's finger became distorted and bendy when it reached her waist - which led some to believe the video had been retouched.
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Watch the video below.
Taking to Instagram, one former Kardashian fan, called Charlotte Peirce, criticised Kim for not being honest about retouched images, and promoting an impossible and unhealthy standard.
"I've spent enough time in this space now to recognise and have a keen eye for these slip ups. But unfortunately today, a young/fragile/impressionable mind will stumble across this ad and not see it. Instead they will be completely consumed with comparison," she wrote.
"Comparison of their own body to one that doesn't even exist. A body that was already beautiful and didn't need those extra couple of inches removed. It's heart-breaking and disappointing and yet at this point not at all surprising."
Charlotte continued: "At what point does it stop? I mean this family literally created this beauty standard, and yet they're struggling to keep up with it themselves (no pun intended)?! It's so s***.
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"Online is not real my dudes. Adverts are not true. Body shapes are contorted and then it's all used to sell you products to fix the problem they caused. And I'm so glad it's increasingly being called out and people are being held responsible.
"And if you are somebody reading this that is currently struggling, just know that there is absolutely nothing wrong with the body you are in, there never was. You are beautiful just as you are, you are enough just as you are."
Fans were quick to agree with Charlotte's message, with former Geordie Shore star Holly Hagan also criticising Kim.
"I've defended and given the Kardashians the benefit of doubt so many times," she said. "I understand how difficult it must be to live up to this perfect image 24/7, but it's a beauty standard they created.
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"But at the same time, this body editing is now a step too far. Advertising shapewear but editing the body makes no sense. It's false advertising.
"I don't want the next generation to be as f***ed up as ours when it comes to body image. Something has to change.
"This needs to be illegal."
Meanwhile, other fans pinned blamed on the Kardashians with the issues they have with their own appearance.
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"I had no idea I started developing body dysmorphia and poor self-esteem because of the influence of this show," one young girl said.
"The worst is Kylie Jenner is roughly my age and I grew depressed because I didn't 'grow' curves like she did. I'm older and understand how fake it all is but it's taking me years to unlearn what this show has taught me."
"Such irony- created this standard they can't even keep- and get mad when people 'challenge' their authenticity," another wrote.
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However, a spokesperson for SKIMS has denied any Photoshop trickery took place in the advert.
In a statement to US Weekly, SKIMS said: "The SKIMS commercial that aired last week featuring the Fits Everybody collection did initially have an error as a result of the video losing its quality during the uploading process.
"Immediately after it was noticed by the team, the video was pulled, and the glitch-free version was uploaded and ran for the remainder of the time on air.
"We apologise for any inconvenience this has caused Kim and our customers."
Tyla has contacted the Kardashians for comment.
Topics: Kim Kardashian, Celebrity News