Zara Responds to Backlash Over Controversial Ads with ‘Unhealthily Thin’ Models

Zara Faces Criticism Over Ads Featuring ‘Unhealthily Thin’ Models

Popular fashion retailer, Zara, is in the spotlight after receiving backlash over two advertisements featuring models that were described as “unhealthily thin.” The Advertising Standards Authority (ASA) in the UK requested Zara to remove the ads from its website, citing concerns about the models’ appearance.

The controversy arose when the models in the ads were observed to have “protruding collarbones,” which was considered a violation of industry standards set by the Committee of Advertising (CAP). Zara, in response to the ASA’s request, issued a statement emphasising the brand’s dedication to promoting “responsible content” and adhering to strict guidelines for selecting and photographing models.

A spokesperson for Zara stated, “We are committed to responsible content and follow stringent guidelines and controls in the selection and photographing of models, as well as in the selection of images.” The brand also mentioned its compliance with recommendations from the U.K. Model Health Inquiry, requiring models to provide medical certificates affirming their good health.

Moreover, Zara affirmed that they maintain a healthy environment for models backstage, aligning with industry guidelines. The fashion retailer clarified that the images in question were solely displayed on its website, as they do not advertise on external platforms. Following the ASA’s findings, Zara promptly removed the controversial ads as per their policy.

The specific ads in question showcased a ZW Collection Oversized Pocket Shirt and a Voluminous Combined Short Dress, drawing attention to the models’ features that were flagged by the ASA. The agency highlighted details such as the model’s slim arms and legs and the appearance of being “slightly out of proportion” in the images.

Despite Zara’s claims that the models were in good health and had previously worked for reputable fashion brands, the ASA raised concerns about the models’ appearances in the ads. Zara clarified that the photos had minimal alterations, limited to minor lighting and colour adjustments, underscoring their commitment to authenticity.

As part of their response to the controversy, Zara took down the ads featuring the criticised models from its website. The retailer removed the listings for the ZW Collection Oversized Pocket Shirt and the Voluminous Combined Short Dress from its U.K. platform, in line with the ASA’s directives.

This incident comes as Zara celebrates its 50th anniversary, having recently launched a commemorative campaign featuring iconic models. The fashion brand’s handling of the ad backlash underscores the ongoing discussions around body image and representation in the fashion industry, prompting reflection on industry standards and societal expectations.

In conclusion, the scrutiny faced by Zara over its advertisements reflects a broader conversation on the portrayal of body diversity and beauty standards in the fashion world. As the brand addresses the fallout from the controversial ads, the incident serves as a reminder of the importance of promoting healthy body image and inclusivity in the industry.