Clothing Brand Faces Criticism Over Model Sizes
Snag, an online clothing brand, has found itself in the midst of controversy due to complaints about the sizes of its models in advertisements. Chief executive Brigitte Read revealed to the BBC that the brand receives more than 100 complaints daily, specifically targeting the weight of models featured in size 4-38 clothing. These negative posts, deemed “hateful” by Read, have sparked a debate online about the portrayal of body sizes in advertising.
Body Positivity vs. Health Concerns
The UK’s advertising watchdog, the Advertising Standards Authority (ASA), has been at the center of this discussion, particularly after banning a Next advert featuring a model deemed “unhealthily thin.” While the ASA received 61 complaints in 2024 regarding models’ weights, the majority focused on models appearing too thin. However, the watchdog only investigated eight complaints, none of which were about Snag. This discrepancy has raised questions about the societal norms and expectations surrounding body image in advertising.
Catherine Thom, a 36-year-old from Edinburgh, was one of many individuals who expressed concerns about the mixed messages in advertising. She pointed out the hypocrisy of banning ads with underweight models while normalizing images of overweight individuals. Thom’s sentiment was echoed on social media platforms, with many users sharing similar perspectives on the issue. The debate highlights the fine line between promoting body positivity and avoiding the normalization of unhealthy body weights in advertising campaigns.
Embracing Diversity in Fashion
In response to the criticism, Snag founder Brigitte Read defended the brand’s choice to feature models of various sizes, emphasizing the importance of inclusivity in the fashion industry. Read believes that shaming individuals based on their weight is counterproductive to promoting healthy lifestyles and can have detrimental effects on mental health. By showcasing models of all sizes, shapes, and abilities, Snag aims to create a more diverse and representative image of beauty in fashion.
Sophie Scott, a salon owner from Lossiemouth, Scotland, who has modeled for Snag, shared her personal experiences with body image comments on social media. Scott highlighted the dichotomy of receiving both positive and negative feedback about her size, underscoring the challenges faced by individuals in the public eye. Despite facing criticism for her appearance, Scott remains committed to inspiring others to embrace their bodies and feel confident in their skin.
Fashion journalist Victoria Moss weighed in on the debate, noting the lack of genuine plus-size representation in advertising campaigns. Moss emphasized the importance of context and diversity in advertising, highlighting the need for more inclusive portrayals of body sizes in the fashion industry. The ongoing discussion surrounding model sizes reflects broader societal attitudes towards body image and self-acceptance.
Jess Tye from the ASA shed light on the regulatory considerations surrounding advertisements and body image. Tye explained that the watchdog receives thousands of complaints annually about various advertising practices, including those related to models’ weights. Advertisements that could be perceived as promoting unhealthy body weights are subject to investigation, while those promoting body confidence and diversity within a brand’s size range are typically not scrutinized. The regulatory framework aims to balance the promotion of positive body image with concerns about glorifying unhealthy body weights in advertising.
In conclusion, the debate over model sizes in advertising campaigns highlights the complex interplay between body positivity, health concerns, and societal norms. As brands like Snag navigate these challenges, the fashion industry continues to evolve towards a more inclusive and diverse representation of beauty. By embracing models of all sizes and promoting body confidence, brands can foster a more inclusive and empowering environment for consumers.
