Patrick Couderc, the independent distributor of Herve Leger London and the ex-managing director of MJH Fashion, the licensee of the Italian brand has been fired by company. In a statement, the company said that Couderc was no longer working with them.

Couderc shocked the industry with his body-shaming comments about women on Sunday. He said that "voluptuous" women and "committed lesbians" should not wear the iconic Herve Leger bandage dresses.

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"If you're a committed lesbian and you are wearing trousers all your life, you won't want to buy a Leger dress. Lesbians would want to be rather butch and leisurely," was the London-based executive's vile rant.

The fashion house was quick to resolve the issue. In under 24-hours of his crude comments, the brand announced its decision to officially let Couderc go from the company, US Weekly reported.

"The Herve Leger by Max Azria brand and its parent company, BCBGMAXAZRIA Group, are shocked and appalled by Patrick Couderc's comments made in The Mail on Sunday," the label said in a statement.

The spokesperson also said that the comments made by Couderc were not a reflection of the label by Max Azria or MJH Fashion's ideals or sentiments. The brand celebrates "sensuality, glamour, and femininity without discrimination."

Meanwhile, his comments and firing have drawn reactions from the various quarters. Paula Garces of "Devious Maids" fame said that she loved to wear the signature dress, but does not support any brand that hurts a person's sentiment and sexual orientation. American comedienne Margaret Cho also took to Twitter and urged her fans to boycott the label.

But, some people were of a different view regarding Couderc's termination. The president of modeling company, One.1K, Craig Lawrence said that the decision was a bit harsh and he should have been asked to tender an apology. Former "The Bold and the Beautiful" actress Maitland Ward, herself a fan of the bandage dress said that designers were entitled to design for a specific body type.

The Herve Leger dresses have huge fans in the likes of Kim Kardashian, Caitlyn Jenner, Hayden Panettiere, and a host of other celebs.  

Tagsherve leger, patrick couderc, herve leger london, Fired, body-shaming comments, lesbians, voluptuous women, Reactions