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Miu Miu advert banned by UK watchdog for 'sexualizing child'

By Vivian Hendriksz


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Miu Miu's spring 2015 advert, featuring 22 year old model Mia Goth, has been banned by the UK's Advertising Standards Authority (ASA) for "appearing to sexualize a child."

During a ruling on Wednesday, the ASA stood by the ground of the complaint it has received, noting that the campaign , featured in British Vogue,"could give the impression that [it] presented a child in a sexualized way."

In the advertisement, Goth is shown wearing a crop-top and pants whilst lounging on a bed with tousled sheets, viewed through a slightly opened door. Due to Goth's youthful look and expression, the complaint argued the ad appeared to show "a child dressed as an adult in a sexually suggestive pose," adding that it was both "irresponsible and offensive."

The Italian label's parent company, Prada, has responded to the complaint stating that it was part of a campaign which featured three different models in a series of "cinematic tableaux." The firm added they did not believe that Goth was depicted in an sexulized manner, "or that there was a sexual tone to the ad or to her expression." Vogue supported Prada's opinion, adding that it not received any complaints regarding the ad.

However the ASA stressed the composition of the advert gave the model "an air of vulnerability" and "a voyeuristic feel." The ASA banned the advert from appearing in the UK media again in its current form.

Image: Miu Miu SS15 by Steven Meisel

Advertising Standards Authority
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