Fashion brand Oh Polly has apologized for making a separate Instagram account for ethnic minority women and plus-sized models.

The aptly dubbed “Oh Polly Inclusive” account has since been removed from Instagram, but it featured a range of plus-sized influencers as well as women from various ethnic backgrounds – a stark contrast from the online brand's official Oh Polly page, which primarily features thin, white women.

"What in the segregation is this," YouTube star Alissa Ashley tweeted on Sunday. She compared snapshots of the two accounts. "What makes these women not suitable for your main page @ohpolly ? Ohpollyinclusive?? Who approved this?" 

Ashley's tweet has since received more than 20,000 likes.

"Like imagine calling yourselves inclusive & not wanting to post women that don’t fit your “aesthetic” on your brand page lmao," Ashley said in a follow-up tweet.

The UK-based company initially responded to critics that it was "celebrating a wider range of people in our community." 

But some customers likened it to somewhat of a marketing tool — why create two separate pages if inclusivity was their primary goal? 

The "inclusive" account also featured the slogan: "Zero % Tolerance, 100% inclusive," which confused some social media users.

Since the new account was removed, we noticed that Oh Polly has included a few more diverse models on their main social media pages…

In a statement to BBC Radio 1 Newsbeat, a spokesperson for the brand addressed the controversy:

"We established a new page with the specific aim of allowing our customers to discuss a wider range of issues. Improving diversity remains an absolute priority for us across all of our channels. We promise to continue listening to everyone in the Oh Polly community and, most importantly, learn from this mistake."