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Feeling good in your skin isn’t the same as promoting a severely underweight frame and calling it a “healthy, toned physique.” In recent campaigns, Zara, Next, and M&S crossed that line. The 2025 M&S ad emphasised the model’s pointed shoes to draw attention to her thin legs, while Zara showcased a drawn, hollow face — a look that pushes unhealthy thinness as a criterion for style.

When SKKN by Kim launched in June 2022, it was pitched as the future of skincare: “science-backed,” “minimal,” “refillable.” Everything about it whispered calm sophistication. But beneath the branding sits a clear strategy — take the same extreme ideals that made the Kardashian image a global commodity and repackage them as wellness. [SKKN is] a brand that had every resource, every platform, and every opportunity to lead differently, yet chose not to.

In 2025, the Advertising Standards Authority (ASA) banned a Next product image for portraying an “unhealthily thin” model. The image showed a model sitting on a wooden block, legs stretched toward the camera, wearing black leggings and heels. The low camera angle elongated her legs, and the tight fit emphasised their slimness.