First Lorna Jane was dragged over the coals for getting all Don Draper and advertising for a receptionist with a 70-centimetre waist. The fitness queen quickly remembered it was 2015 not 1958 and removed the selection criteria for a "receptionist/fit model" but the internet has the memory of an elephant and body image drama ensued.

Then the eye of the outrage storm moved onto Dion Lee's collection for Target.

The active wear collaboration project by one of our brightest fashion stars was showcased in a newsletter before a Change.org petition – the online version of a toddler tantrum – was launched requesting the retailer to "stop using anorexic-looking models in advertising".

"The big chain stores must be aware of the many studies that have shown anorexia to actually be deadly to women. People have died already and will die, thanks to this kind of sexist, objectifying advertising. I would like everyone to show they definitely don't want this kind of advertising anymore," Lori Anne Thompson from Douglas demanded.

Sure Lori Anne, I'm over painfully thin pin-ups too, but how this slender model's body differs to any other fitness fan on Instagram is yet to be determined. Exercise endorphins, not kilograms, are the only things missing from this Wednesday Adams inspired campaign.

At the time of publishing more than 15,000 people had signed the 'groundbreaking' call to arms.