Australian labels Aje Studio and Bec + Bridge have been forced to remove product images over claims that the models in them were unhealthily thin.
This adds to similar claims lobbed against local and global fashion brands advertising in the Australian market in recent months, including Calvin Klein and Zulu & Zephyr – both of which were dismissed in the end.
In the case of Aje Studio, a complainant told Ad Standards that the models appear excessively underweight.
“The clothing is visibly hanging from their frames — including dresses where the cups are clearly empty — which highlights their lack of body mass rather than the garment itself,” the complainant wrote, further claiming that several poses deliberately exaggerate their thinness.
According to the complainant, Aje’s advert – which rolled across online and social media – breached two sections of the AANA Code of Ethics, including section 2.1 over community standards and section 2.6 regarding health and safety.
In response to the complaint, a spokesperson at Aje said its Aje Studio brand partners with IMG Models. According to spokesperson, IMG maintains the highest professional standards in the fashion industry and is committed to the health and wellbeing of all talent on their roster.
“Aje Studio’s model selection process is based purely on professional availability and suitability for showcasing their garments,” the company wrote. “There is no specific brief regarding particular physical characteristics beyond standard fashion industry requirements for garment fit and presentation.
“All models are professional fashion models who work regularly across the industry with major brands and publications.”
Aje added that all shoots conducted by Aje Studio adhere to strict industry health and safety standards, including offering full catered meals on all shoot days as well as regular breaks and reasonable working hours.
“Aje Studio maintains that our advertising material complies with all relevant sections of the AANA Code of Ethics. Our partnership with IMG Models ensures professional standards and model welfare, while our creative approach reflects legitimate artistic and commercial expression within the fashion industry.
“We believe the advertisements in question showcase our fashion collections in a manner consistent with contemporary fashion marketing practices and do not breach any provisions of the advertising codes.”
The Ad Standards community panel reviewed the adverts, finding that one of the product listings contained materials contrary to prevailing community standards on health and safety.
“The panel considered that while it could not make a determination on whether the woman depicted is actually unhealthy, the posing of the woman emphasised her slight stature and the impression that she is unhealthily thin,” the Ad Standards case report read. “The panel considered that most members of the community would consider that such a depiction is irresponsible and promotes an unrealistic body image that would be unattainable through healthy practices.”
Aje has since amended the listing.
Bec + Bridge also fielded a complaint over the depiction of models in its website advertisement. Bec + Bridge did not provide a response to this complaint.
According to the case report, the community panel considered that two of the three women in the advert appeared very thin.
The panel also considered that the style of makeup and photography made their faces look pale and gaunt, and their bodies appear thin and out of proportion to their heads.
“The panel noted that while it could not make a determination on whether the women depicted are actually unhealthy, it considered that the overall impression is that they are unhealthily thin.”
According to the panel, most members of the community would consider that such a depiction is “irresponsible” and promotes an unrealistic body image that would be unattainable through healthy practices.
“The panel considered that the woman on the right appeared to have some muscle tone, was not posed in a manner to emphasise her thinness, and her face was not visible, and therefore she did not appear as gaunt as the other two women
“The panel considered that the woman on the right was not depicted in a manner which promotes an unrealistic body image.”
Finding that the ad breached the AANA Code of Ethics, Bec + Birdge discontinued the content in its previous form and is currently reviewing its content and representation practices.
“We acknowledge the Community Panel’s decision regarding the advertisement in question and wish to confirm that the images referenced were removed immediately following the initial complaint,” the company shared. “At Bec + Bridge, we are committed to supporting and celebrating women of all body shapes and sizes. We do not believe in promoting unrealistic or unhealthy body standards.
“Our collections are designed to be inclusive, offering a size range from 4 to 20 to cater to a broad and diverse customer base.”