Trigger warning: the following content may be sensitive for those with an eating disorder.
Brazilian modelling agency Star Models has released a shocking anti-anorexia campaign featuring fashion illustrations alongside a model drastically photoshopped to represent the unrealistic proportions that exist within the fashion industry.
And it’s terrifying.
The campaign has been criticised by sites such as Jezebel, who labelled the agency as “passing the buck” on to fashion designers but locally Christine Morgan – The Butterfly Foundation’s CEO – applauds the move.
“This is a bold move by the Brazilian modeling agency to draw attention to the damaging culture currently saturating the fashion industry. I believe that it is an important conversation starter on how pervasive and destructive the fashion industry’s body size, shape and beauty standards are,” Morgan told Mamamia.
“I applaud the creative approach of the campaign – they have managed to capture the grotesque and absurd culture of ‘thinspiration’ that has been slithering across the dark corners of social media.”
Morgan acknowledges that these images, while disturbing, will serve as ‘thinspiration’ (that means “images or video montages of slim women, often celebrities, who may be anything from naturally slim to emaciated with visibly protruding bones” according to Wikipedia) for some.
“This culture draws in our most vulnerable people, including those who are seriously ill with an eating disorder, and affirms their deepest body fears. In fact, we need to be aware that these surreal and morphed photos will be seen by some as genuinely aspirational, rather than dangerous and damaging,” Morgan said.