As a global fashion chain, H&M prides itself on catering to women of all shapes and sizes.
But its latest collaborator appears not to share the same values.
Donatella Versace has apparently refused to allow designs from her Versace for H&M line to be modelled by 'real women' instead of professional models.
According to the New York Daily News, the designer refused to 'approve' two of the women chosen for its photo shoot last Friday.
The paper was initially told by a PR for H&M that 'Donatella will likely not approve shooting the collection on real women.'
Later, the publicist refused to loan garments on the grounds that the chosen models did not 'fit [Versace's] branding.'
All women were by no means large - the reporter told MailOnline that they ranged in dress size from a U.S. zero to a six.
'I was very disappointed,' he said of the shoot cancellation. 'I really wanted to showcase the collection on real women... to empower women and make them feel good in [designs by] such a highly-regarded designer.'
All three 'real women' are recent graduates who live and work in New York City.
They, too were disappointed, the reporter admitted. All the girls were fans of the collaboration and had been eager to model it.
Daily Mail Fashion Director Liz Jones said Versace's decision is at odds with H&M's usual, democratic approach to fashion.
She told MailOnline: 'This is so typical of 99.9 per cent of designers: they only want their clothes worn by the very young and the very thin.
'This is because the clothes are probably not cut well, not in great fabrics, have no corsetry or intricate draping. It takes a better designer with more skill to dress women who have a bit of shape.
'I am very disappointed in Donatella, but it is true that female designers, with only the occasional exception, are just as inept as the male ones.
'H&M prides itself on being accessible to all. For Donatella to 'ban' ordinary women goes against what the high street store stands for. Shame on her.'
Today, the H&M press office told Racked.com that the whole situation was little more than a misunderstanding.
A spokesman said: 'We are very surprised by the NY Daily news article and do not understand how they came to this conclusion. We can only explain it as a misunderstanding and a series of miscommunication [sic].
'H&M is a democratic fashion brand and it is not our policy to decide models for fashion features in media.
'Both H&M and Versace have, over many years, cast from a wide and diverse pool, not only of models, but of celebrities and personalities reflective of all ethnicities, gender, ages and sizes.'
Luckily for the 'real women', they will get a chance to appear in print after all. The Daily News reporter told MailOnline that they will instead be appearing in a cocktail party-themed feature on Thursday.
Instead of the H&M garments they had hoped to use, the girls modelled partywear by Michael Kors, Betsey Johnson, Asos and Bloomingdales, noe of which had any issue with the models.
The Versace for H&M line goes on sale in the U.S. from November 19. It is expected to spark the same customer demand as previous designer collaborations by the likes of Karl Lagerfeld and Stella McCartney.
As well as womenswear it will include menswear and homewares, with prices from around $20 up to $299.
But its latest collaborator appears not to share the same values.
Donatella Versace has apparently refused to allow designs from her Versace for H&M line to be modelled by 'real women' instead of professional models.
According to the New York Daily News, the designer refused to 'approve' two of the women chosen for its photo shoot last Friday.
The paper was initially told by a PR for H&M that 'Donatella will likely not approve shooting the collection on real women.'
Later, the publicist refused to loan garments on the grounds that the chosen models did not 'fit [Versace's] branding.'
All women were by no means large - the reporter told MailOnline that they ranged in dress size from a U.S. zero to a six.
'I was very disappointed,' he said of the shoot cancellation. 'I really wanted to showcase the collection on real women... to empower women and make them feel good in [designs by] such a highly-regarded designer.'
All three 'real women' are recent graduates who live and work in New York City.
They, too were disappointed, the reporter admitted. All the girls were fans of the collaboration and had been eager to model it.
Daily Mail Fashion Director Liz Jones said Versace's decision is at odds with H&M's usual, democratic approach to fashion.
She told MailOnline: 'This is so typical of 99.9 per cent of designers: they only want their clothes worn by the very young and the very thin.
'This is because the clothes are probably not cut well, not in great fabrics, have no corsetry or intricate draping. It takes a better designer with more skill to dress women who have a bit of shape.
'I am very disappointed in Donatella, but it is true that female designers, with only the occasional exception, are just as inept as the male ones.
'H&M prides itself on being accessible to all. For Donatella to 'ban' ordinary women goes against what the high street store stands for. Shame on her.'
Today, the H&M press office told Racked.com that the whole situation was little more than a misunderstanding.
A spokesman said: 'We are very surprised by the NY Daily news article and do not understand how they came to this conclusion. We can only explain it as a misunderstanding and a series of miscommunication [sic].
'H&M is a democratic fashion brand and it is not our policy to decide models for fashion features in media.
'Both H&M and Versace have, over many years, cast from a wide and diverse pool, not only of models, but of celebrities and personalities reflective of all ethnicities, gender, ages and sizes.'
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Instead of the H&M garments they had hoped to use, the girls modelled partywear by Michael Kors, Betsey Johnson, Asos and Bloomingdales, noe of which had any issue with the models.
The Versace for H&M line goes on sale in the U.S. from November 19. It is expected to spark the same customer demand as previous designer collaborations by the likes of Karl Lagerfeld and Stella McCartney.
As well as womenswear it will include menswear and homewares, with prices from around $20 up to $299.