A Japanese clothing store is under fire in Hong Kong for a 'sexist' advertisement.

The ad of Japanese company Evisu for its AW15 collection shows American model Shaun Ross carrying Camilla Christensen, a Danish model, across the back of his neck. In one of the ads, which is the store's Facebook cover photo, Christensen is wearing full-body nude tights and sports a lifeless expression as she is carried upside down by Ross. 

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In another ad, Christensen is sitting on top of Ross' lap while Ross reaches inside Christensen's jack as if touching her left breast.

Elizabeth Loennborn, a mother, started an online petition against the ads and called on the government to regulate inappropriate advertising materials. 

Loennborn told HKFP that a friend took a picture of the ad in Langham Place, Mong Kok. She added that his six-year-old son sees the picture every day. 

"We are starting this petition because we find Evisu's most recent campaign in Hong Kong not just personally repulsive and objectifying [of] women, but a blatant case of promoting a culture of violence against women. I am not alone in finding it distasteful," Loennborn said.

The series of ads was shot by Terry Richardson, one of the most controversial photographers and known for his reputation of sexually harassing his models. 

"The Hong Kong advertising culture is continually blurring the lines between obscenity and pop culture. At a time when women are making some amazing progress in professional and in-home equality, we can't allow misogynistic rape culture pop media be the norm," Loennborn added. 

TagsEvisu, sexist advertisements, Camilla Christensen, Shaun Ross