Online store Simply Be published a photograph on its website of a model with a claw-like hand.
The unfortunate model, who wears Simply Be’s Anna Scholz Kimono Sleeve Dress, also lost her right thumb to over-zealous retouching.
The ever-vigilant crew at Jezabel reported the error on Tuesday, prompting Simply Be to replace the image with what they dubbed a ‘non-mutant’ version.
Last year Jezabel picked up on some dodgy digital enhancement performed on South African beauty Candice Swanepoel.
The ad for the broadcast of the Victoria’s Secret Fashion Show featured Swanepoel sitting – atop a severed limb. An odd disembodied knee and lower leg sits roughly where the model’s own limb should be.
The airbrushing practices of fashion and beauty brands have come under increasing scrutiny of late.
Earlier this year an advertisement for L’Oréal’s Revitalift Repair 10 featuring Rachel Weisz was banned in the UK on the grounds of being ‘misleadingly exaggerated’.
Also in the UK two ads, one a Maybelline ad featuring Christy Turlington and the other Julia Roberts for Lancome, were banned last year for excessive retouching.
The Advertising Standards Authority banned the advertisements after a Liberal Democrat MP complained that the images were ‘"not representative of the results the products could achieve".
L’Oreal, who owns Lancome and Maybelline, admitted the images had been digitally altered but denied the end result was misleading.
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