Is super skinny back? UK sees rise in complaints over thin models

The recent banning of high street fashion ads showcasing models deemed “unhealthily thin” has sparked concerns among industry experts about a potential return to the super skinny trend. This aesthetic, prevalent in the 1990s and early 2000s, had taken a back seat in recent years to make way for the body positive movement celebrating curves. However, brands like Zara, Next, and Marks & Spencer have all faced bans for featuring models who appeared dangerously thin. The Advertising Standards Authority (ASA) reported an increase in complaints regarding such ads, indicating a shift in public sentiment.

Model and body positivity activist, Charli Howard, raised concerns about the resurgence of the so-called “heroin chic” look, popularized in the early 1990s. The alarming trend of promoting excessively thin models in advertising, alongside social media content glorifying extreme thinness, has prompted discussions about the impact on body image perceptions. Despite ASA investigations concluding that none of the models were unhealthy, the controversy surrounding the portrayal of slimness in fashion campaigns remains a focal point of debate among industry insiders and advocates for body diversity.

While some argue that the return to ultra-thin models in fashion campaigns reflects a broader cultural obsession with thinness, others view it as a marketing strategy to align high street brands with luxury fashion standards. The emphasis on showcasing very slim models has reignited conversations about body diversity and inclusivity in the industry. Experts emphasize the importance of presenting a range of body shapes and sizes to challenge conventional beauty standards and promote a healthier attitude towards self-image. The resurgence of nineties fashion trends and their association with ultra-thin models has reignited calls for brands to prioritize diversity and inclusivity in their advertising efforts to avoid perpetuating harmful beauty ideals. Ultimately, the debate surrounding body image in the fashion industry underscores the need for brands to uphold responsible advertising practices and prioritize the well-being of their consumers

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