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Gucci is the latest luxury label to get in trouble for its fashion campaign.
The U.K.’s Advertising Standards Authority received a complaint that the ads in question featured models that were “unhealthily thin.” One ad featured a model leaning against the wall in a long-sleeve striped dress and the other with a girl sitting on the couch in a marigold jacket and skirt — both looks from the cruise 2016 collection.
Guccio Gucci, the parent company to the Italian fashion house, responded to situation, stating that the ads were “part of a video that portrayed a dance party and was aimed at an older sophisticated audience.” The company said viewing the models as being extremely skinny was to some extent “a subjective issue,” adding that the featured women had “slim builds,” but weren’t portrayed in a way that suggested they were “unhealthily thin.”
However, the independent regulators disagreed. According to the ASA, the model who appeared against the wall appeared quite slender with her head and lower body looking “out of proportion.”
“Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small,” declared the ASA. “We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt.”
As a result, the agency called the ad “irresponsible” and told Gucci to ensure its future campaigns feature responsible images.
Last year, Saint Laurent‘s advertisements were also banned by the ASA for thin models, and both Tom Ford and Miu Miu had campaigns banned for being “inappropriate” with regards to their sexual nature.
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