Nasty Gal ads banned for using “unhealthily underweight model”

A series of television ads from fast fashion label Nasty Gal have been banned after a model featured in the campaign was deemed “unhealthily underweight”.

In one ad, the model can be seen playing golf and tennis in skimpy workout clothing, before changing into itsy-bitsy bikini bottoms.

The UK's Advertising Standards Authority received 22 complaints from viewers, who challenged whether the commercials were “socially responsible”.

The ASA said the model's poses drew attention to her "prominent" ribcage, due to a scene in the ads showingher lying on a sun lounger and stretching her arms, which “emphasised their slimness and length”.

"While the female model in the ads generally appeared to be in proportion, there were specific scenes which, because of her poses, drew attention to her slimness," said the ASA in its ruling.

"We considered that the model appeared unhealthily underweight in those scenes and concluded that the ads were therefore irresponsible."

Nasty Gal, founded by #girlboss creator Sophia Amoruso in 2006, has responded to the criticism, stating the model was a UK size 8 and “within the healthy range for adult women".

"We want to do all we can to use our voice to promote body positivity and diversity," the online retailer said in a statement.

"We have worked with the model in this ad many times and she is represented by one of the world's leading agencies, whose key priority is the health of their models.''

"Her athletic build is in accordance with the NHS guidelines for a healthy adult woman. However, upon receiving notice of the complaint from the ASA, the ad was immediately removed from air."

Over the last three years, vigilant efforts have been made in the fashion industry to wind back the use of underweight models.

In September 2017, fashion powerhouses Kering and LVMH banned US size zero models, which is a size four in Australia, from the runway and advertising.

And in January, ASOS reportedly told their models to "fatten up" if they want to continue working for the UK-based brand.

The fashion retailer advised several of their models to put weight on their arms and collarbones if they want to continue being booked for shoots.