SINGAPORE - An online shop has come under fire for inappropriate use of words on its website during the Black Friday sale.

Singapore-based fashion retailer SuperGurl used the phrase "Rape us now" on its website on Monday (Nov 30), next to a photo of a girl in a suggestive pose.

The page has since been taken down. Creative director Jordus Lim also posted an apology on its social media accounts on the same day.

Mr Lim acknowledged the mistake and said SuperGurl "did not mean for it to be offensive to anyone".

He said he had failed to review his graphic designer's work before giving his approval for the image to be displayed on the website.

"Our caption does not advocate the right values to the young women community today," he added.

Netizens who spotted the insensitive phrase quickly took to social media to inform SuperGurl to drop it.

Facebook user Gavin Moey called the design "absolutely vile, inappropriate and disgusting", while Sumay Woo questioned the online shop's work ethics.

"You are targeting young women for your fashion and yet you encourage sexual assault? Is this how you view your market?"

On its website, SuperGurl describes itself as an "online destination for fun and free-spirited barbies who breathe and live for fashion".

Ethan Wang wrote that "rape is not an appropriate synonym to 'shop now' ", and that the company should be ashamed of itself.

Some applauded Mr Lim's move to take responsibility for the mistake instead of blaming his staff.