Young models, particularly pre-teen models and child models, have recently been proven to dramatically increase sales for brands who use them in advertising (take for-instance the John Lewis Christmas advertisement that has recently captured the hearts of parents everywhere).

However, according to some sources, controversy following the Vogue and Sophie Morin scandals – where very young models were shown in lingerie and makeup – may have tipped the balance too far on the side of caution when it comes to high fashion advertisements featuring teen models.

Just weeks after Marc Jacob’s ‘Oh Lola’ advertisement was banned – amid accusations of sexualising 17 year old teen model Dakota Fanning – Prada has found itself under fire from the ASA over a Miu Miu advertisement featuring Oscar-nominated actress Hailee Steinfeld.

According to reports, the brand said that the advertisement is “part of a serious, high-fashion campaign based on the set of an imaginary film”. The young model is shown sitting on deserted railway lines with what Prada describe as a “wistful and thoughtful” expression on her face, but the ASA disagrees with this description and are of the opinion that the advertisement implies a young girl crying. While complaints relating to suggestion of youth suicide were rejected, they have gone ahead with a ban on the grounds that the ad depicts a child in an unsafe position.

The ASA stated: “Because the ad showed Hailee Steinfeld in a potentially hazardous situation sitting on a railway track, we concluded that the ad was irresponsible and in breach of the Code in showing a child in a hazardous or dangerous situation. The ad must not appear again in its current form.”

Prada responded, saying that it was clear to consumers that Steinfeld “could have easily moved from where she was sitting because she was not restrained in any way”, but to no avail.

The shot was taken by renowned photographer Bruce Weber and many in the industry feel this ban is an overreaction and a little unfair, particularly since no objection at all is made to the young model’s clothing or styling. What do you think?

Whatever your opinion, it seems that this increased vigilance around young models may in some cases create an unexpected advantage for more diverse and/or mature models.
Miu Miu’s next advertising campaign features 34 year old model Guinevere Van Seenus.