Gigi Hadid has caused quite a stir by choosing to flash her armpit hair in the eleventh day of the Love Advent Calendar video.
The 22-year-old is one of the most famous faces in the world and has always been photographed as a picture perfect model. But Hadid seems to be challenging stereotypes with the new video, which is promoting the theme "stay strong".
She is dressed in a crop top and a pair of tights, both red. "I'm Gigi Hadid. Today is free form day," she says before showing off her kickboxing and volleyball moves.
Describing the Love Advent Calendar, Hadid said: "It's celebratory of epic human beings and always pushed boundaries."
The model was named the Woman of the Year at this year's Glamour Women of the Year Awards and she gave an empowering acceptance speech at the time.
"I think my biggest responsibility, standing here, is to all the young women who are watching. I want to let you know that just because I'm standing here, winning this award, doesn't mean that I have it all figured out," she said.
"I'm so grateful for every opportunity, but that doesn't mean that I wake up feeling like the Gigi the world expects me to be on a daily basis. If you don't feel strong every day, that's okay, and it's normal," Hadid continued.
But the fans of the model were divided this time and couldn't agree on whether showing armpit hair symbolised women empowerment or if it was simply a publicity stunt.
On the Instagram video shared by Love Magazine, a user commented: "Don't wanna sound rude or anything but what's with the armpits??"
Another complained: "What's this supposed to be the next best fashion icon? Like we r supposed to imitate the dirt under the arms?"
A third dismissed her saying: "acting like a man?I think you should study a little bit about what feminism is✌️"
The one's who defended Hadid said: "see that's where your wrong....she isn't trying to act like a man. Body hair doesn't make her manly in anyway."
A second said: "does it matter if it's real or not, I think it's more about the message that actually it is ok to train with a bit of armpit hair "
Another fan said: "Idk why but the fact that she didn't shave her armpits makes this so real and natural and I love that."
Here are some of the Twitter reactions to the video:
Recently Emily Ratajkowski was slammed by TV presenter Piers Morgan for her photo shoot for the same Advent Calendar, where she is writhing around on a table of spaghetti in lacy lingerie.
Morgan called her a "global bimbo" and said: "This is Emily Ratajkowski 'promoting feminism'. Somewhere, Emmeline Pankhurst just vomited."
People also took to Twitter to say that the Love magazine's Advent Calendar might be taking things a bit too far: