Another day, another brand saying clueless things about plus-size women on social media. Today's fresh hell is brought to you by ASOS, noted purveyor of mysterious rompers, and one of the only fast fashion sites to have a reasonably well-stocked plus selection.

It all began when ASOS posted this #ad to their Instagram, featuring model and filmmaker Naomi Shimada.

In the original image caption, which has since been deleted, Naomi was described as a plus-sized model — a term which she has openly embraced.

A photo posted by @naomishimada on

Please see this interview with the Guardian back in 2015, in which she talks about her history of disordered eating, and why the "plus" label shouldn't be seen as a bad thing.

But it seems that ASOS disagrees. After the picture was inundated with "HOW DARE YOU CALL HER PLUS, SHE'S NORMAL-SIZED" comments, the brand's social team removed the "plus-sized" descriptor.

By way of explanation, their social team leapt into the comments to explain that "Plus-size is a whack term."

Because "All bodies are good bodies, unless you happen to use a term for it that we disagree with."

This misses the point completely. "Plus-size" is no more offensive a term than "tall" or "petite."

Presumably ASOS knows that women over a size 14 often have a hard time finding clothes; that's why they have a "Curve and Plus Size" section prominently displayed on their site. If ASOS genuinely believed that #allbodiesaregoodbodies, they wouldn't treat the term "plus-sized" like it's a horrible insult — and they'd tell the fatphobes posting ill-informed comments on their Instagram to take a long walk off a short cliff.

And the people getting pissed about this terminology AREN'T EVEN PLUS-SIZED THEMSELVES.

Which, like...

So to make sure there's no confusion, let's have Naomi Shimada herself define the term "plus-size model."

A photo posted by @naomishimada on

"Plus-size modeling starts at size 12, which obviously I thought was crazy," she told the Guardian. "But I see now it’s just the language. It just means 'plus' in comparison to the super thin ... I’m 28 and a size 16, and 'plus' still feels like a dirty word in the fashion world. There’s such fear and paralysis and shame and confusion associated with anything size-related."

That's right: as straight-size models are often smaller than the consumers they represent, so too are plus-size models.

A photo posted by @naomishimada on

"We’re used as plus-sized models, but most of us are size 12, 14, 16. That’s the average size of women in the western world," said Shimada.

If ASOS wants to show that they actually value their plus shoppers, they need to quit acting like their very existence is offensive.

Otherwise, some of the people who fit into that "whack" plus-size category are going to take their business elsewhere. Like...

*mic drop*