The Spanish fashion brand Zara is telling its customers to "love their curves" in a new advertisement promoting its denim range.
So far so good, but the snag though is that the models in the poster look like they would never wear more than size 4 anyway: the whole thing looks pretty hypocritical, it must be said.
This poster had been on display in several stores since the beginning of February when a tweet by Irish radio host, Muireann O'Connell, on 28 February, spotted the problem:
Can i just say, this is nothing to with the models. It's the marketeers that have distorted their image & fucked up.— Muireann O'Connell (@MuireannO_C) 28 février 2017
By not choosing women with an average body size, the design studio clearly didn’t have the actual customers in mind. Muireann O'Connell’s post was shared more than 12,000 times and loved more than 24,000 times on Twitter. People were pretty quick to react:
Why do some of my students have eating disorders again?!?! https://t.co/o4qOzvF0q2— Emily Wills (@emillyaw) 28 février 2017
It is a well-deserved case of a poorly thought-of ad campaign, to which Zara has yet to reply.
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