He took to Twitter to express his discontent and got Seth Matlins of Truth in Advertising involved. The two called the brand out for the shockingly thin mannequin.
La Perla was fast to react, both removing the offending mannequin from their store window (it's unclear whether there are similar mannequins in other La Perla stores) and responding with the following on Twitter:
"We have an update on this issue: The mannequin photographed has been removed from the store and will not be used again by any La Perla boutique. We are in the process of redesigning all La Perla stores with a new concept image and the mannequins that are currently displayed in our US stores will no longer be used. We appreciate and value everyone's comments, thank you for bringing this to our attention."