Those who mark International Women's Day do so in a variety of ways. But Sophie Grégoire Trudeau, the wife of Canadian Prime Minister Justin Trudeau, angered many women with her Instagram post.
Sophie told the world to "celebrate the boys and men in our lives" on International Women's Day in the caption of a post of her posing with her husband on Tuesday.
While the role of men in feminism has been brought up before (particularly by Emma Watson), Sophie's post struck many as tone-deaf.
Here's the now-infamous post.
Her comments drew comparisons to "All Lives Matter" activists.
Some said her comments missed the whole point of the day.
Others thought it was a way of taking the spotlight from women.
Did Sophie Trudeau actually tell us to honour our men on women's day! Wtf!!! Is it a cry for help or post-chaises up the yard.— WTF'ing Dickens (@wtfdickens) March 8, 2017
"Let us celebrate our brave Canadian Vegans, by sitting down and sharing a plate of hickory smoked ribs."— Andy Bowers (@evilpez4) March 8, 2017
Some drew comparisons to Ben Carson's comparison between slaves and immigrants.
But some thought her message had a deeper meaning.
Sophie responded to the controversy on Facebook, applauding the "conversation."