Words by

Anna Shang

The UK’s Advertising Standards Authority is now on full patrol over fashion advertisements, the latest one shot down is Saint Laurent’s ad campaign featuring model Kiki Willems.

Shot by Hedi Slimane, creative director of the brand, the image stayed true to his signature aesthetic – dark, androgynous, rebellious - often expressed through ultra-edgy/too thin models.

Following an Elle UK reader’s complaint that deemed the image “irresponsible”, the ASA quickly took action, confirming the model appeared “unhealthily underweight” due to visible rib cage and stick-thin legs.

Controversy about overly thin models has been circulating for the longest time. Thankfully, the ASA is stepping up their game and France just passed a new law banning anorexic models. Here's hoping the rest will follow.

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