FEATURE: SAINT LAURENT TARGETED FOR UNDERWEIGHT MODELS
Advertisements by Saint Laurent have recently been scarce after having been targeted earlier this month by UK’s powerhouse advertising agency for inappropriately portraying “unhealthily underweight” models. The Advertising Standards Authority (ASA) complained that one particular model was too thin, visibly displaying her rib cage and feeble legs in an unhealthy demeanor and dubbed the fashion house’s support as irresponsible.
As stated in the ruling, “The ASA considered that 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.” The ASA further commented: “We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible.”
Saint Laurent disagreed; however, they failed to give a detailed response.
The use of too-skinny models has been under much scrutiny, especially this year, as many claim the effects of ads such as these deter women’s confidence and leave them prey to eating disorders such as anorexia and bulimia.
Last year, one LA-based blogger composed a petition against Saint Laurent urging them to “stop using painfully thin models” in their advertisements. The petition garnered almost 50,000 signatures.