Fashion brands criticized for using thin advertising models

The watchdog made a decision to ban Max Mara from reusing the promotional image with the appearance of the skinny model.
At the beginning of March, the brand Max Mara published a set of fashion photos in the magazine The Sunday Times Style with the image of a model with a thin figure, wearing a long black dress and knee-high boots.

Many readers have sent letters to complain to the advertising standards regulator (ASA) that the photos are apathetic, socially irresponsible when using thin, lifeless models. The brand immediately responded to public comments and said that this model was chosen because of her unique beauty and high-fashion body. The slim model appeared in The Sunday Times Style magazine. Photo: Independent. The brand also confirmed that the selected model had appeared on the fashion catwalk in Paris (France) – where girls with too thin bodies were not allowed to perform on stage. Max Mara provides another image for the public to see the healthy, normal appearance of long legs. However, the ASA said that taking pictures from the side will make viewers attracted to the girl’s body shape. The agency also noted the photo highlights the bony frame and protruding hips, clearly visible behind the fabric. “The use of light to create contrast on the outfit makes the model’s figure appear thin and lifeless. For these reasons, we consider the model underweight and the advertisement to be irresponsible. responsibility of Max Mara,” the ASA said. The agency also issued a decision to ban brands from reusing images to promote campaigns with the appearance of models that do not meet health standards. Journal BILLION he Sunday Times Style declined to comment and await the results of the ASA investigation. Max Mara also often uses skinny models on the catwalk. Photo: Vogue. In 2017, a law was passed in France banning long legs too thin from walking on the catwalk. Accordingly, models need a certificate from a doctor, proving that they are in good health, with a body mass index (BMI) over 18. For example, a person with a height of 1.75 m must weigh at least 50 kg. allowed to perform. The French Health Ministry said the purpose of this law is to limit eating disorders, anorexia, affecting the health of about 50,000 people today and eliminate unrealistic standards of beauty. Any recruiter or model manager who doesn’t comply with the law faces a fine of $85,000 and six months in prison. Italy, Spain and Israel now apply similar regulations. However, banning the appearance of skinny models is still only a rule on paper. By the fact, long legs with a full body compared to the standards of the fashion house will definitely be rejected during casting. The new slim model with a slim figure represents the right criteria in high fashion collections. Photo: Cosmopolitan.