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Gucci responds to Cruise 2016 campaign ad ban

The fashion house is under fire for featuring "unhealthily thin" models

By Andrea Tim | Published: 7 Apr 2016

Gucci ad banned
Photo: Gucci

UK's Advertising Standards Authority has banned Gucci's Cruise 2016 ad campaign after receiving a complaint about how two of the models (pictured above) featured in the ads looked too thin.

"The complainant, who believed the featured models appeared unhealthily thin, challenged whether the ad was irresponsible," the report by ASA reads.

Gucci responded to the complaint, defending the ads and the models in question. The brand maintained that its campaign targets an older audience and that the models are slim but as they do not show any 'bones' in the ads, they were not depicted unhealthily thin. They reasoned, however, with the fact that the heavy makeup might have "accentuated the impression of thinness."

The ASA made an assessment and concluded that the model on the sofa did not appear excessively underweight. However, the photo of the model leaning against the wall was concluded to be irresponsible, as her pose and dark makeup emphasised her slenderness to the point of looking "unhealthily thin", so the ASA have banned the image and told Gucci to ensure more responsible images in future campaigns.

Related: Miu Miu spring campaign ad banned
Related: Everyone dances in Gucci's Cruise 2016 campaign


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