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'Irresponsible' Saint Laurent ad banned

FashionBy Sunday World
'Irresponsible' Saint Laurent ad banned

A Saint Laurent advert has been banned for featuring an "unhealthily underweight" model.

The fashion has is helmed by Hedi Slimane and is known for its edgy campaigns.

In the black-and-white picture in question, a female model is seen lying on the floor with her eyes shut and a hand to her head. Her rib bones are clearly visible across her chest, as the dress she is wearing has a plunging neckline. The woman's legs are also extremely slim, with her knee almost the same size as the rest of her thigh. She is also wearing thin tights, a leather jacket and platform shoes.

The shot appeared in British magazine Elle and prompted one complaint to the Advertising Standards Authority (ASA), with the person suggesting it was irresponsible to show someone to slim in a fashion campaign.

Replying to the concerns, the ASA noted that the lighting of the shoot was such that particular emphasis was placed on the model's chest and "very thin" legs.

"We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible," the ruling stated.

Elle has said it has not got a comment, while the fashion house reportedly "indicated that they did not agree with the complainant’s view that the model was unhealthily thin".

The ASA has decided the campaign cannot run again in the UK and has also reminded advertisers that they are accountable for their images.

The image was part of the label's Spring 2015 campaign, with the adjudication to be published this afternoon.

The photograph was taken by Hedi, who often shoots his own campaigns.

Other high-profile campaigns to be banned by the ASA include one of Dakota Fanning promoting Marc Jacobs' Oh Lola! perfume in 2011. She was 17 at the time and it was deemed "sexually provocative" because it showed her with a fragrance bottle between her thighs.

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