Another (Gucci) model banned for being too-skinny

It happened again. Do you remember the campaign for Gucci Cruise 2016 collection, shot in a grand frescoed villa outside Florence?

Those images are now the subject of a scandal. The Advertising Standards Authority – organisation which regulates the advertising industry in the UK – has judged one of the models protagonist of the shots, 17-year-old Avery Blanchard, "too thin" and therefore bearer of an "irresponsible” aesthetic model.

"We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body. We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt" these were the accusations which led to the censorship.

Avery Blanchard by Glen Luchford for Gucci Cruise 2016 campaign

The Florentine House, from its point of view, has quickly replied, arguing that "unhealthy thinness" is a subjective concept, and that in the specific case of the campaign they paid a lot of attention – also thanks to the use of lights – that neither bones or facial hollows were visible.

It is not the first time the fashion system gets involved in a scandal of this kind. Recently, actress Mia Goth – for Miu Miu AW15 campaign – and model Kiki Willems – for Saint Laurent SS15 campaign – have been victims of the same charges.

In parallel, the industry is gradually embracing an opposite trend, increasingly including "plus-size" models in their projects – see Victoria’s Secret and Calvin Klein.

As often happens, fashion moves on contradictory levels: extreme thinness and accentuated curves. Which one will prevail in the long term?