Herve Leger's Patrick Couderc has sparked outrage by saying fat women and lesbians shouldn't wear his dresses.
The French label's UK boss - who created the brand's famous bandage dresses - has caused controversy by advising women with curves not to buy his designs.
Couderc said that "voluptuous" women and ladies with "very prominent hips and a very flat chest" should avoid the £1,300 dresses.
He then went on to insist that "committed" lesbians would never want to dress in such a glamorous and figure-hugging outfit anyway.
He told the Mail on Sunday newspaper: "If you're a committed lesbian and you are wearing trousers all your life, you won't want to buy a Leger dress.
"Lesbians would want to be rather butch and leisurely."
Patrick also expressed his disgust at how popular bandage dressed have become with reality TV stars, adding: "You can be a victim of your success."
Herve Leger have now released a statement insisting Couderc's views are not shared by the brand.
It reads: "The Herve Leger by Max Azria brand and its parent company, BCBGMAXAZRIA Group, are shocked and appalled by Patrick Couderc's comments made in the Mail on Sunday. BCBGMAXAZRIA Group is working in concert with MJH Fashion, the London-based licensee of the Herve Leger brand, to investigate and establish appropriate next steps. The statements made by Mr. Couderc are not a reflection of Herve Leger by Max Azria or MJH Fashion ideals or sentiments. The Herve Leger by Max Azria brand celebrates sensuality, glamour and feminitity without discrimination."