Yves Saint Laurent Ad Banned For Featuring 'Unhealthily Thin' Model

An Yves Saint Laurent ad has been banned for using an underweight' model. The Advertising Standards Authority (ASA) today published its ruling on the image, which appeared in Elle magazine, after one complainant reported it as “irresponsible.”

The ad at issue, that ran in British Elle, depicts a black and white photo of model Kiki Willems, lying on the floor with her hands on her head and her eyes closed. Wearing a short black dress, a leather jacket and high heels. The image was shot by the fashion houses own creative director Hedi Slimline.

In the decision, the ASA said: The model’s pose and the particular lighting effect in the ad drew particular focus to the model’s chest, where her rib cage was visible and appeared prominent, and to her legs, where her thighs and knees appeared a similar width, and which looked very thin, particularly in light of her positioning and the contrast between the narrowness of her legs and her platform shoes. We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible.”

According to the ruling, the French fashion label said it did not agree the model was unhealthily thin, but did not provide a detailed response.

The ASA held that the ad must not appear in its current form in the UK again and told the fashion house to “ensure that the images in their ads were prepared responsibly.”

Brands are coming under increasing scrutiny to produce ethical ads. Earlier this year, another Yves Saint Laurent ad received a complaint from the ASA, concerning the YSL brands Black Opium perfume campaign alleging that the ad glamorised and trivialised drug use and addiction. Even though the ad was later cleared by the ASA fashion labels are coming under increasing scrutiny for ensuring responsibility is taken with the marketing of fashion ads to the public, and a string of adjudications by the advertising regulator demonstrates its concern. Earlier this month, the ASA banned a Miu Miu ad that featured Mia Goth on the grounds that appeared to present a child in a sexualized way. And earlier this year, the ASA banned an ad from Urban Outfitters for showing a model with an “irresponsible” thigh gap.

The law ultimately exists to address social concerns and the ASA is the body responsible for enforcing the UK Code of Nonbroadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) have upheld the complaints against these fashion brands on the basis that the advertisements breached section 1.3 of the Committee of Advertising Practice code, which states that: “Marketing communications must be prepared with a sense of responsibility to consumers and to society.” A rule which exists to combat ethical concerns and to ensure advertisers/brands take their social responsibility seriously.