OK, this is a developing story and the drama is unfolding as we speak, but this is what we think went down.
Oh Polly created an Instagram page for something called "Oh Polly Inclusive", which seemed to be aimed at plus-size women but, um, wasn't very inclusive at all. Then almost immediately, seeing that people were not happy about it, they deleted it. There's no trace of their ill-fated "Oh Polly inclusive" - which, as someone pointed out on Twitter, is not inclusive at all.
Oh Polly fans on social media have gone wild in response, hitting out at the brand's lack of inclusivity.
One woman took to Twitter to ask: "why not just make the main brand's platforms more inclusive?"
This user managed to see the funny side of it all, writing this...
This one responded to another Twitter post of Oh Polly's just to interrogate them about the post-and-delete fate of their inclusive channel.
This woman explained what she thinks happened in this frankly baffling scenario.
This woman has consulted a dictionary recently and knows exactly what inclusivity should be. Duh.
This woman got into some great CAPS LOCK action to make her point.
And this one knows exactly where the drama is going down now: angry Oh Polly customers have simply relocated to the main Oh Polly page to air their concerns.
GLAMOUR has ed Oh Polly for comment and they said: ‘ Oh Polly made a serious error of judgement for which we take full responsibility and sincerely apologise. We established a new page with the specific aim of allowing our customers to discuss a wider range of issues. We have a close relationship with our customers around the world and always value their feedback. We promise to continue listening to everyone in the Oh Polly community and, most importantly, learn from this mistake.”