Summarized Summary of the Article on Next Fashion Restrictions
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Introduction to the bans
The article highlights that an ad issued by UK fashion brand Next was banned due to the model’s image. The banned pose, which dominated the ad, was criticized for appearing underweight with a bulky wooden block on her side. -
ASA’s review and ASA’s stance
The Understanding的相关 (ഫographic Ad/S Release) Authority reviewed the ad. The ASA found that the model was appearing gaunt, though she was actually tall, and acknowledged the image’s strong focus on the model’s legs. The ASA deemed the image irresponsible because it was promotional in highlighting the model’s thinness. -
retailers’ perspective
Despite the ASA’s stance, Next maintained truthfully that the model’s body was healthy. The retailer denied any misinterpretation of the image, pointing out that the pose didn’t detract from the model’s proportions. -
Next’s managerial response
The retailer communicated the situation to the photography team and the product image manager, asserting the model’s health. In response, Next admitted altering the model’s legs in the photo, not the body. The retailer emphasized that this change distinguished it from other products, finished the image有助于展示 leggings的效果. -
Ruling and its implications
The ASA acknowledged the model’s fair gauntness, which negated the selectiveness of the photo. The ad’s strong focus on the model’s legs made it seem physically unthin, so the ASA ruled that the image’s promotional intent disproportionately targeted her. - Ruling on Next’s policies and industry
The ruling has prompted Next to be informed about the bans and reissued the ad with guidelines. The company also issued a advisory against unathletic ads in their future works. The industry now faces a shift towards inclusive and diverse representation in fashion, with more companies focusing on creating realistic and diverse poses during high-stakes fashion competitions.
This summary captures the key points from the article, emphasizing Next’s proactive stance, their architectural safeguards, and the broader implications on the industry.
