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Herve Leger, Best Looks, NYFW

Fernanda Calfat/Getty Images for Mercedes-Benz Fashion Week

UPDATE: Well, that didn't take long (and good thing, too). Patrick Couderc has been fired from his managing director post at Hervé Léger. BCBG Max Azria Group released the following statement to E! News about the decision:

"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 statements made by Mr. Couderc are not a reflection of Herve Leger by Max Azria or MJH Fashion ideals or sentiments. The Herve Leger by Max Azria brand celebrates sensuality, glamour and femininity without discrimination."

A rep for the brand also adds: "Please note, Patrick Couderc was an employee of MJH Fashion, an independent distributor of Herve Leger in London. He is no longer associated with the company."

Herve Leger by Max Azria, NYFW

Getty Images

Goes without saying that this will not be good for business.

Patrick Couderc, the U.K. managing director of celeb-loved brand Hervé Léger, is coming under scrutiny for overtly body-shaming, misogynistic and homophobic comments he allegedly made in an interview for the the Mail on Sunday, in which he suggests that "voluptuous" women or women with "very prominent hips and a very flat chest" should avoid the brand's famous bandage dress design. And believe us, it only gets weirder from there.

"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," he continued. At that point, we told ourselves it couldn't get any worse. It did.

"You women have a lot of problems. You will lose the plot. You will come and you will put a dress on and you'll be in front of the mirror, like, 'Argh, I'm so fat,'" Couderc said, adding, "What you're not noticing is that your cleavage is about two inches too low because you are 55 and it's time that you should not display everything like you're 23."

Beyond tacking on ageism to the aforementioned offenses, the Hervé exec also notes that he won't lend dresses to celebrities who don't display enough class. (Because, you know, Couderc obviously wrote the book on tact and uprightness.)

Some of the best responses to Couderc's irresponsible tirade came from, well—you guessed it—social media.

(We're with Bea on that one.) In a statement released by BCBG Max Azria Group, Hervé Léger's parent company, brand representatives denounced his statements as both shocking and appalling. To say the least.

(Originally published Aug. 17, 2015, at 4:40 p.m. PT)