An independent distributor of the Italian fashion house Herve Leger in London, Patrick Couderc has shocked everyone with his body-shaming comments. In his rant, he said that women with "voluptuous figures" or "flat chest and women with very prominent hips" should not wear bandage dresses or bodycon dresses. The fashion house is known for its iconic bandage dresses.

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Couderc added that "committed lesbians" should not wear the dresses, as they would want to be rather "butch and leisurely," having worn trousers all their life. He continued his tirade on aged women saying: "What you're not noticing is that your cleavage is about two inches too low because you are 55 and it's time that you should not display everything like you're 23."

Besides, he refused to send freebie dresses to celebrities who do not have "sufficient class", according to People. Meanwhile, Margaret Cho, an American comedienne and actress was very unhappy with the comments and voiced her displeasure on Twitter with the hashtag "#boycottherveleger" and asked women to boycott the brand.

A spokesperson of Herve Leger said that BCBG Max Azria Group does not endorse Couderc's comments. The rep also added that Couderc worked for MJH Fashion, to whom the fashion house licensed their brand in London.

Herve Leger released a statement on Monday called Couderc's statements "shocking" and "appalling." The Max Azria-led fashion brand said that they celebrate sensuality without any "discrimination towards glamour and feminity," the statement added. However, it stated that the company would investigate the matter.

The Max Azria Group acquired the Herve Leger fashion house in 1998, making it the first time that an American designer had acquired a French couturier. TheHerve Leger label was reintroduced again which were quickly embraced by celebrities and trendsetters worldwide.

The bandage dresses that emphasize women's curves were reintroduced in several new colours, patterns, and shapes. They were originally introduced by 75-year-old Tunisian born couturier and shoe designer Azzedine Alaia in the 1980s. Herve Leger later brought these dresses into the mainstream in the mid-80s.

Tagsherve leger, Italian gashion house, herve leger london, patrick couderc, independent distibutor, body-shaming comments, lesbian, voluptuous, aged women, bandage dresses, comedienne margaret cho, max azria group, statement