US clothing label Old Navy has been inundated with racially insensitive comments after they shared an ad featuring a happy family on Twitter.
The image was advertising a sale and sees a black mother smiling as her white partner wraps his arm around their child.
And while innocent-looking enough for most, there were no shortage of bigots who swiftly came out with accusations of “white genocide”, “race mixing” and “miscegenation” - that is, the mixing of different racial groups through marriage and procreation - before threatening to boycott the brand entirely.
In response to the outpouring of hate, interracial couples have been sharing beautiful photos of their families along with props to the brand for representation.
The hashtags "love wins" and "diversity" were also being circulated and the model who stars in the ad, Grace Mahary, weighed in on Instagram.
"In light of the controversy revolving around my pretend family... I am proud to be representing interracial love, multiculturalism, and most importantly, a mentality that supports opportunity for all ethnicities," she said.