Next ad banned as pose made model look too thin

An advertisement from the fashion brand Next has been banned due to concerns that the model's pose and the camera angle made her appear unhealthily thin. The Advertising Standards Authority (ASA), which is responsible for regulating advertisements in the UK, reviewed the ad and compared it to other images of the same model. While they found that the model did not look unhealthily thin in those other photos, they determined that the specific pose and camera angle used in this advertisement emphasized the model's slim legs in a way that was deemed irresponsible. Next has expressed disagreement with the ASA's ruling, stating that the model, who stands at 5 feet 9 inches tall, has a healthy and toned physique. The company explained that the pose was intentionally chosen to showcase how the leggings fit both when the model is standing straight and when she bends her legs. They also noted that the image was taken nearly two years ago and was created with a strong sense of responsibility. A spokesperson for Next mentioned that the stylist and product image manager met the model in person and did not have any concerns regarding her health. In its decision, the ASA acknowledged that the model's face did not appear gaunt and that her arms, while slim, did not show any protruding bones. However, they maintained that the pose, camera angle, and styling in the advertisement strongly highlighted the model's slim legs, leading to the impression that she was unhealthily thin. Next clarified that they did not use digital retouching to alter the model's appearance, but they did digitally adjust the leggings to make them appear lower on her legs. This adjustment was not intended to change the model's natural proportions. The ASA informed Next that their advertisement violated the code for social responsibility, stating that the ad must not be shown again in its current form. They also emphasized that Next should ensure that the images used in their advertisements are prepared responsibly and do not portray models as being unhealthily thin. Fashion journalist Victoria Moss commented on BBC Breakfast, expressing surprise that the advertisement was approved in the first place. She noted that Next typically features models who have a more relatable, 'girl-next-door' look, while this particular model had a more traditional fashion model appearance. Moss highlighted the importance of not stigmatizing any body type, whether thin or not. The ASA's ruling comes at a time when there is growing concern about the impact of advertising unrealistic or unhealthy body images on mental health. The body positivity movement, which began around 2010, has focused on promoting a more diverse range of models in advertising. However, Moss expressed her belief that the body positivity movement is currently facing challenges. She pointed out that the fashion industry seems to be shifting back towards a preference for very thin models. Additionally, she mentioned the increasing media coverage surrounding weight loss drugs, which may be contributing to a renewed emphasis on thinness. Moss raised concerns that larger models are not being cast for fashion campaigns as frequently, and she noted a rise in eating disorders among young women, along with an increase in 'thinspiration' images being shared on social media. She observed that while the use of body positive curve models has declined in the high fashion industry in recent years, it remains unusual to see very thin models featured in high street campaigns. The editorial director of British Vogue has previously stated that the fashion industry should be concerned about the recent trend of returning to skinnier models. Chioma Nnadi suggested that this shift, which departs from the progress made in body diversity, has been partly fueled by the growing popularity of weight loss drugs like Ozempic. In 2023, another advertisement was banned for featuring a model in an oversized biker jacket, as the model's prominent collar bone, hip bones, and torso gave the impression of her being very thin, which was deemed irresponsible.