US clothing label Hollister has fired several male models after they posted a series of racist photos and messages online during a promotional visit to South Korea.
A group of male models were sent over to South Korea to pose with customers for the opening of the Hollister store in Seoul's CBD.
While in the country, several of the models sent tweets mocking the local culture and were photographed making racist and obscene gestures.
One unnamed model posted a photo to Instagram making "squinty eye" facial expressions in front of the landmark Gyeongbokgung Palace.
"Please look at how many Asians liked that picture... Impressive," one of his Twitter followers wrote to him.
"Hahahaha they ruhhvvvv ittt!" the model replied, mocking an Asian pronunciation.
Another model appeared to show his middle finger while he posed with customers at the store's opening.
The brand has issued an apology for the models' behaviour.
"On behalf of our more than 80,000 associates around the world who cherish our core values and our culture of diversity and inclusion, we sincerely apologise for the offense caused by these unauthorised, ill-considered actions," the company said in a statement.