UK watchdog bans Max Mara advert over model’s ‘gaunt’ appearance


A Max Mara advert has been banned for that includes a mannequin with an “unhealthily thin” and “gaunt” appearance.

The Advertising Standards Authority, which acquired three complaints concerning the advert, stated the mannequin had been photographed from the facet, drawing consideration to the form of her physique and highlighting her very skinny body and the protrusion of her hip bone, which was seen by her gown.

“We additionally thought of that the distinction of the ad’s background lighting, which had a sepia tone, towards the black gown additional accentuated the silhouette of her body, and the model’s sombre facial features and posture gave her a gaunt appearance. We subsequently thought of that she appeared unhealthily skinny,” it stated.

The advert appeared within the Sunday Times journal on 28 February. Photograph: PA

“For these causes we thought of that the mannequin appeared underweight and subsequently concluded that the advert was irresponsible.”

It dominated that the advert should not seem once more. “We informed Max Mara to make sure that the photographs of their advertisements had been ready responsibly,” the watchdog added.

Max Mara stated there was “no intention to dwell on the thinness of the mannequin or to advertise unrealistic and unhealthy beliefs, and there was nothing within the picture which steered the mannequin had an consuming dysfunction or was pathologically underweight, however moderately the magnificence and elegance of the clothes was enhanced.”

The Guardian contacted the corporate nevertheless it declined to provide additional remark.

The advert for the brand’s Sportmax vary appeared within the Sunday Times journal on 28 February. The publication stated it acquired no complaints and it had no remark to make.

It is the primary time an advert has been banned for that includes an underweight mannequin since 2018, when the net retailer Nasty Gal featured a swimwear advert with a mannequin with a outstanding ribcage. Other adverts that includes skinny fashions, together with these for Pink, Zandra Rhodes, Selfridges and Brand Minerals, have been investigated by the ASA however the complaints weren’t upheld.


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