Clothing brand American Apparel is back in the news, this time from social uproar about their new summer “back to school” campaign.

With crop tops and short skirts featuring abundantly, it was inevitable that their in-house campaign designers would come up with this:

Obviously angry parents and grannies are not happy with these images.

“American Apparel – their ‘back to school’ skirts fuelling Lolita fantasies and rampant sexism a plenty.”

In the past, American Apparel has been scrutinised for using sex and nudity in its advertising. The adverts have been removed by the Advertising Standards Authority.

In June 2014, the board of directors decided to oust the original founder and CEO, Dov Charney, on the allegations of misconduct.

Check out Metro.