Boux Avenue - the underwear chain owned by Dragon's Den's Theo Paphitis- received complaints after displaying scantily dressed women hanging out washing in their Churchill Square shop window.
The shop was accused of "demeaning women with outdated ideology" through the display - but said that they had misjudged the display as simply "fun and engaging".
The company said the controversial displays would be removed from Brighton this week and not repeated across its chain of national stores after Brighton student Sarah Derby made a complaint.Oh, I might have known! Just what is she studying, I wonder?
Miss Derby, 23, said: "I understand sex sells but this window displays a picture of women as sexualised domestic beings.
"They seem to be saying that to be sexy you also need to be able to do the laundry.
"I live in Kemp Town and walk past all the sex shops every day. This isn't about being prudish but sexuality shouldn't be linked with domesticity.
"The implications of women as being nothing more than sexualised domestic beings reinforces anachronistic gender roles of 50 plus years ago."
In her full complaint to the company, Miss Derby questioned why the firm had not chosen to display attractive women in the House of Commons, laboratories or succeeding at sport.Because none of those things are likely to be done in your knickers and bra, which is what this shop sells, you dim little harridan?
However other shoppers questioned whether the display caused any harm. One woman said: "I think there are probably more important things to get offended by than this.
"Surely people would be just as offended if they advertised their frilly knickers with MPs in front of the House of Commons."Of course they would.
Because for so many of today’s coddled little kidults, ‘being offended’ is their raison de etre…