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.

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.