Victoria's Secret has apologised for putting a Native American-style headdress on a model for its annual fashion show.
The company responded to complaints over the weekend by saying it was sorry to have upset anyone and that it would not include the outfit in the show's television broadcast next month, or in any marketing materials.
'We sincerely apologise as we absolutely had no intention to offend anyone,' the company said.
Headdresses historically are a symbol of respect, worn by Native American war chiefs and warriors.
Victoria's Secret model Karlie Kloss walked onto the runway last week wearing a floor-length feathered headdress, leopard-print underwear and high heels.
Kloss herself posted on Twitter that she was 'deeply sorry if what I wore during the VS Show offended anyone'.
For many Native American tribes each feather placed on a headdress has significance and had to be earned through an act of compassion or bravery.
'When you see a Lakota chief wearing a full headdress, you know that he was a very honourable man. He was a leader. He did a lot of honourable things for his people,' said Michelle Spotted Elk, a Santa Cruz, California, woman of mixed heritage whose husband is Lakota.
'It also has religious significance. With them, there's not a division between spirituality and their leadership.'
The Victoria's Secret stir follows a string of similar incidents.
Recently, Paul Frank Industries and the band No Doubt each apologised for their use of headdresses.
Last year, Urban Outfitters set off a storm of criticism with its line of Navajo-branded clothing and accessories - particularly underwear and an alcohol flask - which the tribe said was 'derogatory and scandalous.'