New Look has removed a mannequin which was criticised for promoting an "unrealistic body shape".
A photo, which shows a skinny waisted dummy, was taken from a store in Tunbridge Wells, Kent.
Sarah Hayter posted a picture on the company's Facebook page and told the fashion chain that she thought it gave out "the wrong message".
In an online statement, New Look said it had removed the mannequin with immediate effect.
The figure, promoting lingerie, appeared to have a tightly-cinched waist.
Responding directly to Sarah on Facebook, New Look said: "At New Look we would never want to encourage women to aim for an unhealthy or unattainable image or life style.
"The issues raised today will be treated with high priority in order to prevent any further distress."
Other Facebook users congratulated Sarah for raising the issue with one saying the dummy was "hideous" and sent a "god awful message" to "impressionable young girls".
It's thought the mannequin was only present in that particular branch of New Look.
The company said it was going to begin an investigation to make sure the style of mannequin wasn't used in any other store.
It's not the first time a fashion chain's dummy has come in for criticism for its shape.
Last May, luxury lingerie label La Perla was forced to remove a mannequin from a window display in New York after a shopper complained it looked too skinny.
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