An announcement of the fashion brand was then prohibited because the installation of the model and the angle of the camera gave the impression that it was “unhealthy”.
The Authority for Advertising Standards (ASA) compared the announcement with other photos of the same model and did not think that it looked unhealthy in them.
But he said that in the now wooded image, focusing on the slimming of the model’s legs using the camera angles, the pose and the style was “irresponsible”.
Then he disagreed with the decision of the advertising watchdog and said that the model, although Slim, had a “healthy and tonic physics”.
In response to the ASA, the retailer said that the installation of the 5’9 model “had been chosen” specifically to display the adjustment of the leggings on the straight and folded legs “, and that the image, which was Shot almost two years ago, was created with a “strong sense of responsibility”.
A spokesperson added a next stylist and product image manager encountered the model in person and “had no concerns about his health”.
In its decision, the ASA recognized that the face of the model “did not seem to be emaciated and its arms, while Slim, did not display any bone in protruding”.
But he said: “Because the installation, the angle of the camera and the style in the advertisement strongly underlined the slimming of the legs of the model, we considered that the announcement gave the impression that the model was unfortunately thin.”
ASA then said that its announcement had violated the Code of Social Responsibility.
He said that the announcement should not reappear in its current form, and that then should ensure that the images of their announcements have been “prepared in a responsible manner and do not portray the models as being unhealthy”.
“You are wondering how it has succeeded,” Victoria Moss fashion journalist told BBC Breakfast.
“Then, are generally very commercial, their models are very` `daughters-Xetes ”. This model has the” appearance “of a model,” she said, adding, however, that he was “important to Do not stigmatize in both directions “.
The decision occurs because the emphasis is placed on the effects of advertising unrealistic or unhealthy bodily images on mental health.
The movement of “bodily positivity” which started around 2010 concentrated in particular on the promotion of a more diverse range of models.
But the editorial director of British Vogue told the BBC that the fashion industry “should be concerned” by a recent trend towards a return of thinner models.
Chioma Nnadi suggested that change, a gap in relation to recent progress in bodily diversity, had been partly fueled by the increase in the popularity of weight drugs such as Ozempique.
In 2023, the ASA prohibited the fashion retailer’s warehouse from using an image of a model in an oversized biker jacket, claiming that the collarbone, the hip bones and the torso gave appearance that it was “very thin”, which made the announcement “irresponsible”.
