Fashion company PrettyLittleThing was slammed online after posting about Sir David Attenborough on Twitter.
The brand was accused of hypocrisy after enthusiastically tweeting that the 94-year-old British legend had joined Instagram.
Critics accused PLT of "contributing to what David Attenborough is fighting against" due to their fast fashion reputation, despite their celebratory tone.
The tweet disappeared following a number of critical tweets dismissing their message.
On September 24, the fashion brand posted a screenshot of the environmentalist's new account, with the caption: “David Attenborough is now on Instagram and we are here for it.”
But many people weren't impressed by the tweet, leading to some critical responses.
One person tweeted: "Silence, brand.. You're only saying this because you see it trending and what publicity, like you probably do with most hashtags/trends.
"Your fast fashion model stands against what david is about so be gone with your parasitic nature."
Another added: "I’m pretty sure David Attenborough is not here for the horrific impact fast fashion has on the environment."
A third blasted: "Love to know what David thinks of fast fashion and throw away/ short term fashion.
"My guess is he wouldn't fling his arms open to you guys."
Another fuming woman shared a screengrab of the tweet, with the caption: "It’s the fast fashion brands celebrating David Attenborough’s insta page for me."
Sir David Attenborough joined the social media platform on Thursday morning.
The account has racked up 4.7 million followers with five videos posted so far, including a special message for his fans.
In his first video, Attenborough urged fans to join him in taking action against climate change.
His new film 'David Attenborough: A Life On Our Planet' is set to launch on Netflix next month.
In the clip, Attenborough says: "Hello my name is David Attenborough and I've been appearing on radio and television for the past 60 years but this is my first time on Instagram.
"I'm making this move and exploring this new way of communication to me because, as we all know, the world is in trouble.
"Continents are on fire, glaciers are melting, coral reefs are dying, fish are disappearing from our oceans, the list goes on and on.
"But we know what to do about it, that's why I'm tackling this new way for me of communication.
"Over the next few weeks I'll be recording messages to explain what the problems are and how we can deal with them.
"Join me or, as we used to say in those early days of radio, stay tuned."