Miu Miu flayed for sexualising child

Miu Miu has become the latest fashion house to have its backside tanned by the ad watchdog for using underage sexual imagery, this time in an ad which ran in Vogue magazine.
The Prada-owned brand, took out a double-page ad shot through a slightly open doorway, revealing a young woman reclining on a bed.
It was part of a campaign that featured three different models which the company said “showed glimpses of the models through doorways and placed the viewer at the heart of a multidimensional, multi-room story”.
However, one reader was less than impressed, and rifled off a complaint to the Advertising Standards Authority, claiming the image appeared to show a child who had been dressed as an adult in a sexually suggestive pose.
In response, the company said the model in the ad, Mia Goth, was in fact 22 years old. Perhaps unsurprisingly, it it also rejected the accusation that she was shown in a sexually suggestive pose, or that there was a sexual tone to the ad.
Even Vogue – a magazine hardly known for its balanced approach to depicting young women – waded in, saying that the glossy title has a “sophisticated” readership that is educated to “appreciate top photography and great fashion models”.
However, this defence did not wash at the ASA, which said that the model’s youthful appearance, minimal makeup and slightly-too-large clothes contributed to the impression that she was under 16, adding that the way the ad was shot gave the image a “voyeuristic feel”.
In its ruling it stated: “We considered that the crumpled sheets and her partially opened mouth also enhanced the impression that her pose was sexually suggestive
“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. Therefore, we concluded that the ad was irresponsible and was likely to cause serious offence.”
After banning the ad, the watchdog also warned Prada to ensure future ads did not include images that inappropriately sexualised young women or were likely to cause serious offence.
Fashion companies are increasingly falling foul of the regulator for using what appear to underage models in a sexualised manner. US firm American Apparel has been pulled up more times than a horse running the Grand National for using such imagery. Just last month it was battered for “inappropriately sexualising” a young model on its website, even though the model was 20 years of age.