Gucci Is the Latest Luxury Brand to Have an Ad Campaign Banned in the U.K.

The images featured "unhealthily thin" models.
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One of the images in question from Gucci's Cruise 2016 campaign. Photo: Gucci

One of the images in question from Gucci's Cruise 2016 campaign. Photo: Gucci

The U.K.'s Advertising Standards Authority strikes again: Gucci is the latest luxury house to have campaign images banned by the self-regulatory organization.

The ad in question appeared on The Times's website and featured both video and still components. According to the ASA report, Gucci was taken to task for featuring two models in particular: one seated on a couch (Madison Stubbington, above), and the second leaning against a wall (Avery Blanchard, below). Both were challenged for being "unhealthily thin."

The other offending Gucci image. Photo: Gucci

The other offending Gucci image. Photo: Gucci

Guccio Gucci SpA argued that the ads were aimed at adults, that nowhere are the models' "bones" visible, and that the natural makeup may have "accentuated the impression of thinness." The ASA agreed that "unnatural thinness" is a "subjective matter," and found the seated model to be acceptably proportional (seriously). 

However, they did find that the standing model's "torso and arms were quite slender and appeared to be out of proportion with her head and lower body." They also argued that her stance made her appear even smaller, and that her makeup made her seem "gaunt." As a result, that particular image cannot appear in its current form again.

In the past, the ASA has banned ads from Miu Miu (a 2011 image featuring Hailee Steinfeld sitting on train tracks was deemed "irresponsible"), Marc Jacobs (Dakota Fanning's 2011 "Oh Lola" campaign was deemed "sexually provocative" for having the bottle between her legs), and Saint Laurent (the spring 2015 campaign model was "too thin"). Anyone can make a complaint through the ASA's website, and clearly the organization takes each one seriously, as this particular Gucci campaign received one sole complaint according the report. 

Of course, one might question the use in challenging fashion campaigns at all: The one in question from Gucci was for Cruise 2016, a season no longer being advertised. It's very doubtful Gucci had any intention of using the image again anyway. 

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