Saint Laurent Ads Banned for Using Underweight Model With Visible Rib Cage

 
Hedi Slimane/Saint Laurent
The Advertising Standards Authority (ASA) has come down on another major brand for seemingly promoting an unhealthy body representation.
Saint Laurent is the line under scrutiny this time, following in the wake of the ASA's ruling on a photo of an underwear model posted to Urban Outfitter's consumer website (the retailer was ordered to remove the image). The spring 2015 ads from Saint Laurent designer Hedi Slimane show 18-year-old model Kiki Willems in poses that highlight her long arms and legs. But an anonymous complainant reported the ads, which appeared in an issue of Elle U.K., to the ASA—citing the photos as "irresponsible" in portraying an "unhealthily thin" figure.
Upon review, the ASA concluded that the ads draw "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."

Hedi Slimane/Saint Laurent

According to the adjudication on the ASA's website, Saint Laurent has indicated that they do not agree with the complainant's assessment, but "did not provide a detailed response."
This latest controversy is particularly interesting, considering the Paris-based brand could come under heavy fines for employing an underweight model. In early April, French Parliament passed a law banning the use of excessively thin fashion models. Under the new legislation, models must present medical proof of a BMI of at least 18 to be hired for a job. The price to pay for not adhering to the new rule? Up to $82,000 in fines or even six months in prison.
France is among Spain and Italy as countries in the U.K. taking a stand against scary-skinny models in the fashion industry, setting a precedent that hopefully more are soon to follow.