Australian fashion retailer Best & Less has apologised to disgruntled commentators on social media after its latest catalogue was attacked for carrying racial overtones.



The cover of the retailer’s latest catalogue depicts a dark-skinned woman eating a watermelon and a small group of its Facebook followers were quick to point out the likeness to racial iconography used in the United States in the 19th and 20th centuries.



“I hope it's just the case that you didn't know the cultural reference instead of being racist,” one man posted on Best & Less’ Facebook page on Sunday. “Imagine if you run this in USA.”

“Well said,” wrote Rachel Burrows. “I think you are right that some Australians simply wouldn’t be aware of the stereotype that could be perceived in this ad, but in the USA it would be very obvious and highly offensive.”



Best & Less marketing director Jee Moon told Fairfax Media her team were unaware of the American stereotype when they designed the cover, which was meant to “celebrate summer,” using a diverse range of models to reflect its broad customer base.



“I genuinely was unaware of [the stereotype] until yesterday, it’s not from a point in time and a culture that I’m familiar with - if we had known we wouldn't have done it,” she said.



“It really was not the intention to offend anyone. That said, I’m not apologising for including different women and in breaking the mould.



“Throughout our catalogues we have had a theme of celebrating real women.”



Best & Less apologised for the misunderstanding in a Facebook post on Tuesday, which received 204 likes and 117 comments within its first couple of hours of going live.



“We apologise if anyone is offended by our catalogue cover - this is not at all our intent,” it read.



“We're proud to show greater diversity of ages, sizes and ethnicity in our models, which is reflective of our wonderfully broad customer base.”



“Thank you for sharing your perspective on the cover and again, please accept our apologies for any offence caused.”



While many people assumed the oversight was innocent, they were critical of the retailer’s advertising department for its lack of awareness.



“Although unintentional, it does warrant an apology and discussion in the advertising department about people researching the possible effects of their creative choices before going to print,” Monique Kowalcyzyk posted.



Others were more sympathetic. “Why would you be apologising for embracing diversity?” Nikki Bee said. Are you now ashamed of the campaign?”

The Best & Less catalogue that drew the ire of social media users.

In recent years debate over the old stereotype has been reignited in the US following images and statues linking president Barack Obama with watermelons.

In 2009 the mayor of a small city in California resigned after he forwarded an email with a watermelon patch superimposed on the White House lawn.

A Kentucky man defended a mannequin of the president erected on his front lawn in 2012 telling the Huffington Post it was “a freedom of speech".