Deploying images to docker hub from a bitbuctet pipeline

Hi I deploy a mvn project from a bitbucket pipeline which pushes to a docker repo using the mvn docker plugin the command used is:
mvn -Ddocker deploy

The issue I have is that when there is an existing image in the repo I get an error in my pipeline
Could not push image: denied: requested access to the resource is denied

If I manually remove the image from the repo and retry it works fine. Is there a -f option or something of that nature that will remove or allow the existing image to be overwritten?

Thanks