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Fujifilm UK is facing criticism for featuring a topless female model in a demonstration of its new camera, the medium format GFX 50s.

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Photographer Danny North -- who attended the demo of the £6,000 ($7,445) camera -- took to Twitter to express his anger and disappointment at the brand.

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North suggested the brand's behaviour was like a parody from the movie Anchorman.

He also stated that the "forward-thinking" camera company chose to showcase its camera using "archaic middle aged male bullshit".

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"What if you were the only woman camera nerd in that room, how would that make you feel? Seriously raging," wrote North.

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Fujifilm UK responded to North's tweets, apologising for "any offence caused".

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North branded Fujifilm's actions "unacceptable in 2017."

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The account of the event prompted others to slate the brand.

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Fujifilm UK was unavailable for comment when contacted byMashable.

UPDATE: Feb. 28, 2017, 10:46 a.m. GMT Fujifilm statement

Fujifilm later issued a statement, stating it were not involved in the selection of "shooting subject".

"The choice of shooting subject made by the photographer was not appropriate and we sincerely apologise for any offence that it might have caused," read the statement."Had we known in advance that this shooting subject was going to be used, we would have requested an alternative shooting subject for the workshop," the statement continued.

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