Shoppers are calling for a ban on a poster campaign for a new Bradford menswear shop which features the image of a dead body.

The posters for the upmarket To Die For store, which is due to open in Sunbridge Road, feature the outline of a corpse with the words "What would you die for?"

But shoppers who have spotted the posters around the city centre have complained to the store, saying they are sick, offensive and should be banned.

Richard Heseltine, of Kingsley Drive, Birkenshaw, who wrote to the Telegraph & Argus, said the posters were not amusing or appropriate.

"I am disgusted. Why anyone would want to talk about death is beyond me and to put it on a poster that does not make sense is odd," he said. "It seems that flashy companies just want to offend nowadays.''

Veronica Mayhon, of Kenley Parade in Wibsey, who also wrote to the T&A, said: "The site has been transformed into nothing more than a graveyard. The pictures are highly offensive and in very bad taste.''

The store, which is in the former Tribells fish restaurant, has put the blue and black posters around Bradford city centre and also has a giant billboard on the side of the shop.

Nicola Ware, a spokesman for TDF, said: "The idea of the campaign was to get people talking about what they would go to the edge for, what they would die for.

"We wanted to inundate Bradford with posters and billboards featuring this question. It's also a bit of a teaser because it doesn't say what the posters are advertising.

"It's not meant to be offensive but supposed to represent the kind of company we are - on the edge, fashionable, trendy and humorous.

"We have had a number of complaints but we have no plans to withdraw the posters."

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