Sportswear brand Gymshark has told cruel 'fat shamers' who trolled images of a model with belly rolls to 'unfollow' them if they didn't like the content.
The 'fat-phobic' commentators claimed influencer Nelly London 'had no business' modelling for the fitness brand, even claiming they would boycott the 'woke warriors' in response.
But bravo to Gymshark, because the British retailer clapped back at the rude commentators, telling them: 'you know where the unfollow button is'.
The post in question shows two images of Nelly wearing turquoise leggings and a matching crop top.
In one snap, the waistband is pulled up as she poses for the camera while flexing her muscles.
While in the other, Nelly wears the leggings with the waistband rolled down to reveal her belly and love handles.
Gymshark's caption reads: "Because we are all both soft whilst also being incredibly strong. One side is not weaker, less valid or less worthy."
The post racked up more than 613,573 likes, with many people praising the photos.
But elsewhere, thousands of cruel trolls said Nelly, who is an eating disorder survivor, had 'no business' representing the brand.
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In response, Gymshark defiantly said they were committed to 'celebrating bodies and communities of all kinds'. Amen to that!
One Instagrammer even accused the brand of 'virtue signalling', claiming the photos were simply used 'for social media'.
@maybe_sts wrote: "Gymshark just doing this for social media lmao.
"That girl has no business representing fitness. I'm all for body positivity, but this is supposed to be a fitness brand.
"That lady is not fit whatsoever she doesn't represent the brand properly.
"From this post I am now assuming gymshark is a brand for overweight people?
"Like if this is truly a fitness brand why post an unfit person? Like it's great she loves her body, I respect that but if she isn't fit she has no business representing gymshark.
"The fact of the matter is it's not good to be overweight, no matter how [you] look at it it's unhealthy.
"Promoting unhealthy people on a fitness account seems wrong to me personally."
@zshsbxbxjsk wrote: "Won't buy any more products from fatshark after this post. Unfollowed."
@breydonsmith commented: "Welp. I'm so glad a woke warrior is running the page."
In the comment thread, Gymshark replied to @breydonsmith, writing: "We won't be changing our approach of celebrating bodies and communities of all kinds.
"This is just the beginning and what you'll be seeing more of.
"Like we said, you know where the unfollow button is buddy."
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In more cheering news, the post was inundated with positive comments, praising Gymshark for showcasing 'normal' body shapes and hitting back at nasty comments.
Instagram user @kelseyandaria wrote: "I love this, normality is so important!! I'm fed up of seeing Instagram beauty standards!! Her body is actual goal(s) not going to lie."
@kwopop commented: "I love this so much. Please continue to post content like this. Fitness journeys and Gymshark aren't just for size zeros."
@karinairby wrote: "These comments suck. Who raised half these people?
"This woman is beautiful, period. Period trolling this image need to go take a good hard look in the mirror themselves. Absolutely DISGUSTED."
Gymshark were approached for comment but said they were 'unable' to. Nelly London was approached for comment but did not respond.
Topics: Life News, Life, Fitness