Pretty Little Thing has been criticised for selling clothes for as little as 8p on Black Friday.
The online clothing brand was accused of promoting fast fashion and unsustainable consumption for offering items at 99 per cent off their full price.
High-heeled shoes were on sale for 25p while some dresses were being sold for 8p.
One Twitter user shared that they had purchased 56 items from the website for just £28.
“So happy. The best deal ever!!” they added.
However, the tweet prompted criticism from many other users, with one person replying: “56 items for £28 shouldn’t be possible if the human beings making them were paid a fair wage, and the fabrics used were of an environmentally sound quality”.
One Twitter user described the 99 per cent off sale as “disgusting” while another called it “vile”.
“Plt doing 99% off is disgusting and makes me never want to buy from there ever again,” one person tweeted.
"Educate yourself on fast fashion and I promise you those 4p Pretty Little Thing bikini bottoms won’t appeal to you as much,” another added.
In response to the criticism, a spokesperson for Pretty Little Thing confirmed that its Black Friday sale would continue to run until stocks ran out.
“As part of our Black Friday campaign, we are offering customers in the UK 99 per cent off selected lines while stock lasts," they said.
"After a bleak 2020 for most of us, we wanted to offer something competitive and understand people may be spending less in what is usually peak shopping season”