A high-end advertisement has been banned amid claims it sexualised a model who ‘appeared to be a child’.
An ad by Italian fashion brand Miu Miu has been banned for appearing to sexualise a child model — except the ‘child model’ was actually 22.
The double-page advertisement, which appeared in Vogue UK, featured a photograph shot through a door apparently left ajar.
It reveals a young woman, 22-year-old British model and actress (also Shia LeBeouef‘s girlfriend) Mia Goth, on a bed looking at the camera.
A reader complained the ad was irresponsible and offensive because it appeared to show a child dressed as an adult in a sexually suggestive pose.
Prada, the owner of the luxury Italian brand, denied the ad is sexual in nature, while BBC reports Vogue UK said the magazine was “sophisticated” and that they didn’t believe their readers would think that the ad suggested the model was a child.
The publication confirmed they haven’t received any complaints from readers.
But watchdog the advertising Standards Authority (ASA) thought that “the model had a youthful appearance, was wearing very minimal make-up and clothes that appeared to be slightly too large”.
“We considered those elements contributed to the impression that she was younger than 16 years of age,” the ASA said.
“Therefore, we concluded that the ad was irresponsible and was likely to cause serious offence.”
The ASA ruled that the advert can’t appear again in its current form.
“We told Prada SpA to ensure future ads did not include images that inappropriately sexualised young women or were likely to cause serious offence.”
The Independent reports ASA has previously banned fashion ads for “sexualising children”.
Earlier this year it American Apparel’s ad featuring a young-looking model in a bodysuit,while the same brand got an ad banned for“sexualising schoolgirls” in images showing a girl leaning over to show her underwear.
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For more on the sexualisation of young women in advertising: