American Apparel's Provocative Back To School Ads Are Igniting Fury

American Apparel is facing heat for a provocative back-to-school campaign in the U.K.

The retailer published photos showed models leaning over in plaid, schoolgirl-style skirts.

The photos, some of which have been removed, ignited a firestorm among shoppers.

One Twitter user posted the photo and wrote they were fueling "Lolita fantasies and rampant sexism a plenty."

Other Twitter users chimed in:

American Apparel hasn't commented on the photos.

This isn't the first scandal to rock the retailer.

In June, CEO Dov Charney was fired, stemming from long-time allegations of sexual harassment of employees.

They've also had ads banned in the UK for being too suggestive.