The parent company of Calvin Klein, PVH Brands, has backed the use of a slim model featured in a product listing on its Australian website.
Photos of the slim model wearing Calvin Klein underwear were labelled as “unhealthily thin” by a complainant, tripping an Ad Standards community panel review.
PVH quickly responded to the allegations, sharing that it is grateful this issue was brought to the company’s attention, but respectfully disagreed that the advert breached the advertising code and standards on health and safety in advertising.
The Practice Note in section 2.6 of the AANA Code of Ethics covering body image states that advertising must not portray an unrealistic ideal body image by portraying body shapes or features that are unrealistic or unattainable through healthy practices.
If such a portrayal is not justifiable in the context of the advertised products, it will be contrary to prevailing community standards relating to health and safety.
The Practice Note further states that the Code does not prescribe a “healthy weight” for models, as that would be exclusionary and that the models should not pose or be depicted in a manner which produces an unrealistic sense of body image.
“PVH is committed to diversity and inclusion and does not discriminate on the basis of body size, shape, disability or race,” the company wrote in a response. “Its range of women’s underwear under the Calvin Klein brand are available in a wide variety of bust and cup sizes (from 8C to 14E), each reflecting PVH’s relevant customer base. Through imagery and models, PVH strives to provide a realistic idea of what a particular product would look like on different body types.”
The advertisement in questions comprised of four images of the same model in different poses to show all aspects of the product, sitting within a carousel of images. PVH argued the advertisement did not portray a body image that is unrealistic or unattainable through healthy practices. “Rather, the model is tall (it is noted in the Advertisement that her height is 5’9’’) and of an athletic build. PVH submits that by no means would most members of the community considered this model as ‘unhealthily thin’.”
PVH continued, noting that the range of sizing for all its products cover from 8C to 14E, some of which are smaller than the depicted model’s actual size and some are larger.
“The advertisement (and its overall theme, visuals or language) also do not imply that a body shape of the kind depicted is required to use the product advertised,” PVH added. “Nor does the advertisement imply that people with different body types (i.e., those that are not tall or athletically built) would not be able to purchase or use this product or people should alter their bodies to fit into this product.
“Further, the model has not been depicted in a way that perpetuates any unhealthy practices or that presents an unrealistic body image as aspirational. All the images are from different angles meant to show the design, fit and style of the product.
As a final point, PVH acknowledged that while the images in the advertisement have been digitally enhanced, none of those enhancements are to alter the model’s body shape or proportions to an extent that would be perceived as unrealistic or unhealthy.
“PVH hires its models through reputable agencies catering to high fashion clients. These agencies ensure that models maintain a healthy weight and lifestyle,” the company noted.
In a swift review, the Ad Standards community panel considered that the model depicted may just be of a slim build, adding that it is not possible to tell from the images in the advertisement whether she is unhealthy. The panel also noted that the posing of the woman and the lighting in the image does not emphasise her thinnes.
“The panel noted that there is significant community concern on the issue of body image but considered that in this instance the woman is not depicted in a way which produces an unrealistic sense of body image.”
The complaint was summarily dismissed.