Zara’s Controversial Ad Campaign: Why ‘Unhealthily Thin’ Models Are Taking the Heat

Fashion brand Zara recently faced backlash when two of its adverts were banned for portraying models as “unhealthily thin.” The Advertising Standards Authority (ASA) flagged these ads for various reasons, including how shadows and poses created an unrealistic image of the models, particularly highlighting features like “protruding collarbones.”

In one ad, the model’s body position distorted her proportions, causing concern about the visual impact on viewers. Zara has since removed the adverts and emphasized that the models had medical certifications confirming their health when the photos were taken.

This issue isn’t unique to Zara. Other brands, like Marks & Spencer and Next, have also had ads pulled for similar reasons. In July, Marks & Spencer received criticism for showing a model who appeared overly thin, while Next argued against an ASA ruling that deemed their slender model “irresponsible.” This sparked conversations online regarding body image in advertising.

Experts emphasize the importance of portraying healthy body images in fashion. Dr. B. Timothy Walsh, an expert on eating disorders, states that ads with thin models can negatively affect viewers, especially young women. They can foster unrealistic beauty standards that contribute to body dissatisfaction and eating disorders.

The dialogue around body image and advertising is growing. Many consumers now demand more diversity in fashion representation. Recent surveys show that 65% of respondents believe brands should include different body types in their marketing.

Furthermore, Zara has committed to following the 2007 report “Fashioning a Healthy Future,” which encourages brands to use models who are in good health, as verified by medical professionals. This move is a step toward more responsible advertising that promotes health over unrealistic standards.

With ongoing discussions about body image, it’s clear that the fashion industry is under scrutiny. It’s a chance for brands to rethink their advertising strategies and align with healthier and more inclusive representations.



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