The Advertising Standards Authority takes unhealthy depictions of body image very seriously.
The ASA agreed with the original anonymous complainant and ruled that the ad cannot appear as is and must be changed:
"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. We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible."
The photo spot features 18-year-old model Kiki Willems and was shot by Saint Laurent creative director Hedi Slimane.
The brand stated that it did not agree with the complaint and banning but "did not provide a detailed response."
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[Image via Hedi Slimane/Saint Laurent]