Photo: Screenshot of video on Vogue Scandianvia's website

A photo containing several models holding protest signs with various slogans, the largest of which reads "Free Uygur, end all genocide," was published on the official website of the Northern European version of US fashion magazine Vogue on Tuesday. The slogan that fabricates accusations about Northwest China's Xinjiang Uygur Autonomous Region has sparked strong criticism on Chinese social media.

Vogue Scandinavia is Northern European version of the fashion magazine, the inaugural issue of which was published in early August. The photo in question is from an article published on the website on Tuesday, which introduces designer Louise Xin and claims that her "politically-charged presentation proves that one dress can change the world."

The article said that the focus of Xin's brand this season is Xinjiang and the allegedly "forced labor" that the region is subjected to. The designer claims in the interview that she wants to change "what's unjust" through fashion ferment.

At the center of the photo, two female models wearing newspaper print coats hold the ends of a large sign that says "Free Uygur: end all genocide." 

Other models also hold signs with slogans such as "I stand with Afghanistan." But the inflammatory and untrue sign about China's Xinjiang is the most striking photo.

The contents on the website have captured the attention of Chinese netizens since Wednesday and sparked calls for a boycott and strong criticism on China's Twitter-like Sina Weibo.

"Why was such untrue and absurd content allowed to appear on the magazine's website? Why are they unwilling to listen to local Uygur people's voices in Xinjiang? Many videos and reports prove that they are happier and richer after getting rid of poverty with help of the government," one netizen commented.

"Free Uygur should refer to free Uygur people from living in terror of terrorism, poverty, religious and political brainwashing," another netizen wrote.

Some netizens called for Vogue China, another branch company of the US fashion magazine, to respond to the incident.

The Shanghai office of the magazine told the Global Times on Thursday that it is just in charge of marketing and was not aware of the article, while phone calls to the Beijing office were not answered. 

Netizens in China also discovered that Xin, a Chinese Swedish designer, had started online fundraising right after the article was posted on the website. The fundraiser claims to be raising money to help improve education problems of Uygur children in Xinjiang.

"Her actions mean 'now I am famous and you can give me money,'" a Sina Weibo user commented in a post that received support from others.

The cover of the initial issue of the Northern European version also sparked controversy because the cover featured Swedish teenage climate activist Greta Thunberg dressed in wool, angering some animal activists who called Thunberg a hypocrite.