After featuring a non-binary model Jake DuPree in a recent ad campaign, an Australian lingerie firm was forced to respond to outrage.

Honey Birdette shared a photo of non-binary French model Jake DuPree wearing their new Ruby three-piece set, which includes a bra, lacy underwear, and a garter belt, on Instagram.

The comments written beneath the image were unavoidably vile, with some even referring to Jake DuPree as having a “mental disorder” and accusing the brand of hating women.

The comments section eventually grew so poisonous that the business was obliged to erase all remarks while speaking out in a forceful caption.

Jake DuPree

Jake DuPree

“Honey Birdette fosters an inclusive and diverse environment, and we will continue to use our voice to empower and support the LGBTQ+ community, women, and anyone who wants to feel fabulous in our lingerie. While thoughtful and constructive discussions are important to push culture forward, hate speech and bullying will not be tolerated on our channels. Comments of this negative nature will be deleted,” the caption was amended to read.

Fortunately for Jake DuPree, their Instagram account was full of encouraging and loving comments. “These are rough days, but I’m tougher. Thank you so much for your love and support today! “I heard from so many of you, and I sincerely appreciate all of your kind words…and some hilarious comebacks that really made me laugh,” DuPree captioned a photo of themselves in red underwear.

“Putting yourself out there is always open to criticism and differing opinions, but I think there’s a kinder, more understanding bridge to be built between those differences. I’m going to keep pushing to make my dreams and goals come true, and I know that comes with challenges that are far beyond my control. I know kindness and respect go a long way, and those two things will always outshine hate! So wear what you want to wear, be who you REALLY want to be, and have as much fun as possible doing what makes your heart happy,” they added.

Hundreds of people have expressed their support for DuPree in the comments section.

And they are correct! Hate has no place anywhere, regardless of who you are.