Joy Clothing is under fire this week after an email newsletter sent out to all of their customers was branded as sexist.

People are outraged by the retailer, who have more than 25 stores across the UK, as the comments in the email are seen as outdated and from "the 1950s."

The newsletter, entitled "Meet The Parents" is all about covering up on Christmas Day to please the whims of your boyfriend's (or "little prince's") parents.

"Show your boyfriend's Mum you're the girl to take care of her little prince in beautiful dresses that scream marriage material," reads the email.

"Knee length skirts exude class while respectable necklines mean Father-In-Law won't have a heart attack when you lean across the table for a second helping of roast potatoes."

The email is under fire, with many customers taking to Twitter and Facebook to slate the brand. 

"Try to refrain from blasting out your 1950s heteronormative advertising for 2017. You might win a few more customers," said one angry customer. 

"Also, if anyone's partner's dad is ogling their boobs over dinner, punch him square in the nose and take that meal to go."

The brand told the Daily Mail: “We acknowledge that we missed the mark with our phrasing and apologise deeply to all our customers who feel offended, as this was certainly not our intention. We treasure and value our customers greatly.”