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But customers like 22-year-old Sumi Mrkulic have vowed to "never purchase anything or voice support again".

Sumi, from London, said she was particularly concerned after Aftonbladet reported that some models were told they didn't fill out a pair of jeans, while others were called fat.

Sumi told the BBC: "It renders all of their efforts to be inclusive completely performative. I actually find it really spineless."

The programme will be anchored by Caitríona Perry and Sumi Somaskanda - who'll be joined by US special correspondent Katty Kay and others.

BBC presenter Sumi Somaskanda took the picture below at the rally and says: “People were literally packed in and the crowd stretched out onto the airfield.”