On the 6th, the British Advertising Standards Agency (ASA) banned two commercials because “ZARA” featured a skinny model in the advertisement.
Zara deleted the image in question. She also explained that both models have medical certificates of health. The ads in question were posted on Zara’s app and on her official website. The models in the ads are posing in shirts or short dresses that reveal clavicles.
The ASA judged that the commercial highlighted the model’s skinny body shape intentionally. Critics point out that the model wearing a short dress cast a shadow on the legs of the model, making the legs look thinner, and expressing the upper body and elbows unbalanced. It also pointed out that the model was posed to emphasize the protruding collarbone.
“The model’s poses and costumes are generally reminiscent of ‘abnormal dryness,'” the ASA said.
In response, Zara explained, “There is no separate editing other than very minor lighting and color correction,” adding, “There was no consumer complaint.”
It also revealed that the models had medical certificates showing they were healthy at the time of filming. This finding follows the recommendation of the UK Model Health Inquiry’s ‘Fashion for a Healthy Future’ report released in 2007.
British spokesperson Zara said, “We are applying strict internal guidelines for both model selection, shooting, and image selection. We will work hard to produce responsible content.” This is not the first time that ASA has imposed sanctions on skinny models. In July, ASA banned advertisements for Marks & Spencer and Next for similar reasons. The problem was production that emphasized skinny legs. Some point out that “overweight models are okay” in the ASA’s judgment.
“We receive more than 100 complaints a day that the commercial model is too fat,” the online clothing brand Snag told BBC. Snack has Sophie Scott, a plus-size model from Scotland, as its model. The plus-size model is one that wears size XL or larger. Sophie’s disclosed waist measurement is about 52 inches. Snack CEO Bridget Reed said, “Just because you’re big doesn’t mean you’re low in value,” adding, “Models of all sizes, body types, races, and abilities should be respected.”
JULIE KIM
US ASIA JOURNAL
