An advertisement from the UK fashion brand Next has recently been banned due to concerns that the model featured in the image appeared “unhealthily thin.” The controversy arose from a single complaint made to the UK Advertising Standards Authority (ASA) last September. Upon reviewing the ad, the ASA noted that the model’s pose, styling, and camera angle contributed to the perception of her being excessively thin.
When comparing the contentious image to other photos of the same model from the product listing, the ASA found that she did not look unhealthily thin in those. The focus of concern was particularly on the model’s slim legs, which the ASA deemed as “irresponsible” in the now-banned image.
In response to the ruling, Next has defended the portrayal of the model, arguing that she possesses a “healthy and toned physique” despite being slim. The photo in question features the 5-foot-7 model sitting on a wooden block, showcasing a pair of $55 denim leggings. Next explained that the model’s pose was deliberately chosen to highlight the fit of the leggings on both straight and bent legs, emphasizing that the image was created with a strong sense of responsibility.
Despite the ASA acknowledging that the model’s face did not appear gaunt and her arms were slim without any protruding bones, the agency maintained that the ad gave the impression of the model being unhealthily thin due to the photographic choices that emphasized her slender legs. While Next clarified that no retouching was used to alter the model’s appearance, they did admit to adjusting the leggings’ positioning on the model’s ankles. This alteration, however, was deemed not to have distorted the model’s natural proportions.
As a consequence of the ruling, Next is no longer permitted to display the ad in its current form and has been cautioned that future advertisements must be prepared responsibly and refrain from portraying models as unhealthily thin. This decision comes at a time when the fashion industry is facing increased scrutiny over the portrayal of body image in advertising.
The “body positivity” movement, which has gained momentum since 2010, seeks to encourage a more diverse representation of body types in media. However, a fashion journalist interviewed by BBC expressed concerns that the movement is now facing challenges as the industry appears to be reverting to a very thin model aesthetic.
In light of these developments, it is evident that the depiction of body image in advertising continues to be a topic of significant debate and scrutiny within the fashion industry. The balance between showcasing clothing in a flattering light while promoting healthy body image remains a delicate challenge for brands like Next and others in the industry.
