Health Concerns Rise as Fashion Industry Faces Backlash Over Ultra-Thin Model Advertisement
A prominent UK retailer Next has faced significant criticism after their fashion advertisement was banned for featuring a model who appeared “unhealthily thin,” sparking renewed debates about body image representation in the fashion industry.
The Advertising Standards Authority (ASA) took decisive action against the advertisement, particularly noting concerns about the model’s presentation through specific camera angles and poses. While the same model appeared healthy in other photographs, the banned image raised serious concerns about responsible advertising practices.
Next defended their position, stating that the model possessed a “healthy and toned physique.” The company emphasized their commitment to responsible imaging, noting that their styling team had personally met with the model and found no health concerns. The controversial image, shot approximately two years ago, was created with what Next described as a “strong sense of responsibility.”
In their detailed assessment, the ASA acknowledged that while the model’s facial features appeared normal and her arms showed no concerning bone protrusion, the overall presentation was problematic. The combination of pose, camera angle, and styling choices created an impression of excessive thinness that the authority deemed inappropriate for public advertising.
Fashion journalist Victoria Moss expressed surprise at the advertisement’s initial approval, noting that Next typically maintains a more commercial, “girl-next-door” aesthetic in their campaigns. She highlighted a concerning trend in the fashion industry’s gradual return to promoting extremely thin body types.
The controversy emerges amid growing concerns about body image and social media influence. Moss pointed to the rising popularity of weight loss injection medications and their potential impact on beauty standards, suggesting that the body positivity movement faces new challenges.
The situation has drawn attention from major fashion industry figures, including British Vogue’s editorial director Chioma Nnadi, who expressed concern about the industry’s apparent shift toward promoting increasingly thin body types. This trend, potentially influenced by the popularity of weight loss drugs like Ozempic, has raised alarms about its impact on public health and body image perception.
The ASA’s ruling mandates that the advertisement must not appear again in its current form, and Next has been advised to ensure future advertising materials are prepared responsibly, avoiding any portrayal of models as unhealthily thin.