Aussie brands forced to pull images after Ad watchdog rules models as ‘unhealthily thin’

Advertising watchdog has found two leading fashion brands breached ad standards through their choice of overly thin models and poses.

Two Aussie fashion brands have received a slap on the wrist from regulators after using “excessively underweight” models in their recent campaigns.

Advertising watchdog Ad Standards called out labels Aje Studio and Bec + Bridge for promoting an “unhealthy” message through models, make-up, and posing.

The photos flagged as concerning featured Aje Studio’s Thea Gown and Eartha midi dress, and a New Arrivals cover image for Bec + Bridge. All were featured on the luxury garment sites.

The complainant who raised concerns about Aje Studio described two images as promoting “extreme thinness as aspirational,” according to the Ad Standards decision.

Ad Standard reviewed the following images from Aje Studio after complainants raised concerns their models were ‘excessively underweight.’ Picture: Ad Standard.

A complaint about the advert featuring the Thea Gown was held up. Picture: Ad Standard.

“The advertisement features models who appear excessively underweight,” they said.

“The clothing is visibly hanging from their frames – including dresses where the cups are clearly empty – which highlights their lack of body mass rather than the garment itself.

“In addition, several poses deliberately exaggerate their thinness, drawing attention to

prominent bones, including spine, ribs, and shoulder blades.”

Ad Standards ruled that the advertising images of the thousand-dollar Thea dress breached standards but those of the $550 Eartha midi dress did not, with the former image being removed.

Bec + Bridge was called out for using an image which showed three women who appeared ‘out-of-proportion.’ Picture: Ad Standard.

The picture flagged for Bec + Bridge, a store which boasts more than 250 branches, included three young women dressed in white, perched on a stool or resting on a table.

“Depicts unhealthily thin models and promotes harmful body image,” the complainant said according to Ad Standards’ decision.

“Models look unhealthy and very underweight.”

Ad Standard said “their bodies appear thin and out-of-proportion to their heads”, giving the overall impression that they are “unhealthily thin.”

The complaint about Aje Studio’ Eartha midi dress was not held up. Picture: Ad Standard.

Aje Studio said they ‘do not believe in promoting unrealistic or unhealthy body standards.’ Picture: Ad Standard.

Aje Studio, which is set to appear at Melbourne Fashion Week in October, maintained that the brand “takes model health and wellbeing extremely seriously.”

In the response, the label outlined that full meals and snacks are provided throughout all shoot days, with those on set trained in “model care.”

“Aje Studio’s model selection process is based purely on professional availability and suitability for showcasing their garments,” the company wrote.

Bec + Bridge discontinued the advertisement, claiming it was “removed immediately.”

“At Bec + Bridge, we are committed to supporting and celebrating women of all body

shapes and sizes,” the retailer responded.

“We do not believe in promoting unrealistic or unhealthy body standards.”

Aje Studio shop front. Picture: Supplied

Bec + Bridge removed the image of the three women from the site. Picture: Supplied

A whole host of companies have been reprimanded by the regulatory watchdog for unsafe ads this month alone.

Ad Standards called out Mister Zimi after it posted a video of a woman applying lipstick while cycling without a helmet, which was taken down by the advertiser.

Adult entertainment store Black Knight Erotica was forced to remove a billboard which featured a man holding a masked woman’s neck and jaw, over concerns it was degrading.

Gympie Cloud Bar was also told to remove an image of Mario and Luigi smoking over fears it would appeal to children.

Originally published as Aussie brands forced to pull images after Ad watchdog rules models as ‘unhealthily thin’