Brand designer and London Herve Leger Managing Director Patrick Couderc told the Mail on Sunday he has a list of types that shouldn't wear the company's form-fitting bandage dresses.

He said, "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."

And of the over 50s he added, "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."

Bosses at the BCBGMaxAzria group, who own Herve Leger, immediately distanced themselves from Couderc's remarks and now he has been fired, according to People.com.

A statement released on Monday (17Aug15) reads: "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. BCBGMAXAZRIA Group is working in concert with MJH Fashion, the London-based licensee of the Herve Leger brand, to investigate and establish appropriate next steps.

"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."