Miu Miu cleared of using ‘too skinny’ model in advertising campaign
Model's 'underweight' appearance due to lighting, make-up and low-cut dress rules the Advertising Standards Authority.
The Advertising Standards Authority has cleared Italian fashion label Miu Miu of breaching social responsibility guidelines after receiving complaints about their latest advertising campaign.
The image in question, from Miu Miu's spring/summer 2011 campaign, features 23-year-old Polish model Kasia Struss sitting on a chair in front of a mirror and clutching a handbag on her lap.
Two people complained to the ASA that the model - who is wearing a 'low-cut, sleeveless dress, which exposed her arms, shoulders and décolletage' - was 'significantly underweight' and that the ad was irresponsible.
However the ruling states: 'The ASA noted that the model in the ad was slim, and that the lighting effects, make-up and low-cut dress emphasised her body shape. However, we considered that the ad was typical of those used for fashion products and that the model did not look significantly underweight. We therefore concluded that the ad was not irresponsible.'
A spokesperson for Prada, the Italian fashion house that owns Miu Miu, said that they were "always concerned for the welfare and health of their models and always endeavoured to employ healthy models."
They said they did not condone the practices of models who were significantly underweight, and believed they had acted responsibly and that the ad complied with advertising guidelines.
Struss, one of the world's top fashion models, stands and just over 5ft 10 ins and is, Prada's spokesperson continued, "naturally tall and slim".
"Ms Struss' hair was slicked back and she was wearing nude make up with bright red lips ... the lighting used for the photograph bounced straight off Ms Struss' body so as to highlight her features and pale skin."
They said the split image, showing the model from the side and behind 'showed that she was not significantly underweight' and that 'the campaign was dramatic and high fashion and featured statuesque models.'
The campaign, shot by fashion photography duo Mert Alas and Marcus Piggott, also stars models Querelle Jansen and Sasha Pivovarova in the same hall of mirrors set-up, and features another shot of Struss wearing a red dress and oversized leather jacket.
Miu Miu, the sister brand to Prada, has often used celebrities to front the brand in the past with previous 'faces' including Lindsay Lohan, Kirsten Dunst and Katie Holmes.