Can a model look “too thin” even if she’s healthy? That’s the question the UK’s ASA (Advertising Standards Authority) raised this August when it banned two Zara ads for portraying what it called “unhealthily thin” body ideals. While Zara claimed the featured models had been medically cleared, the ASA says that the ads breached the rules and were not socially responsible
In the first image, the model was wearing a loose-fitted shirt with a steep neckline. The ASA says the low-cut design draws attention to the protruding collarbone. In addition, the positioning of her arms, whilst wearing a baggy shirt, created the impression that her arms, shoulders, and chest were very slim.
The second image was of a model wearing a short white dress in which the ASA says shadow effects were used to draw attention to her legs and make them appear visibly thin. It also highlighted that there was a contrast in the model’s upper arms and elbow joints, which made her look out of proportion; the style of the dress made her collarbones visibly protrude. In addition, the sleek hair bun made the model look slightly gaunt
The lighting, poses, and clothing created an exaggerated image of thinness, which the watchdog said could be socially irresponsible.
Zara responded, saying that the models were carefully hired and were in line with ‘Fashioning a Healthy Future’, which was a report published by the UK Model Health Inquiry. It also stated that models were cleared of a medical certificate attesting to their good health from doctors with expertise in recognizing eating disorders.
They said that none of the images had been modified, beyond very minor lighting and coloring edits. They said all four ads were part of a carousel of images published on the Zara website.
This ban has sparked a debate about healthy body image issues in the modelling and fashion industry, even in this day and age. While Zara defended the ads by citing medical certificates for the models involved, the Advertising Standards Authority spotlights the subtle but powerful influence of styling, how a combination of angles, lighting, and clothing can send a dangerous message, even when the model herself may not be unwell.
