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Miu Miu spring campaign ad banned

The ad has been banned in the UK because its model looks underage

By Verinia Khoo | Published: 8 May 2015

Miu Miu ad banned
Photo: Miu Miu/Facebook

Miu Miu spring campaign ad featuring Mia Goth (see photo above) has been banned in the UK. 

The Advertising Standards Authority (ASA) banned the ad after a single complaint was made about it. Shot by photographer Steven Meisel, the ad shows a bare-faced Mia dressed in slightly oversized clothing and posed in a way that, according to the ASA, makes her look "underage", even though she was 21 when the photo was taken. 

"We considered that her youthful appearance, in conjunction with the setting and pose, could give the impression that the ad presented a child in a sexualised way," said the ASA. They went on to state that the photos appear to "show a child dressed as an adult in a sexually suggestive pose."

Miu Miu's parent company, Prada SpA, responded to the statements by saying that they did not believe Mia was shown in a sexually suggestive pose, "or that there was a sexual tone to the ad or to her expression."

Even then, the ASA ruled the ad must not appear in UK media again in its current form. It also said Prada must ensure that future ads do not include images that "inappropriately sexualise young women."

Related: Miu Miu Spring 2015 campaign
Related: Miu Miu AW15


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