Miu Miu is still not abiding by the British Advertising Standards Authority (ASA)'s guidelines, as one of the Italian design house's recent advertising campaigns has been banned by the United Kingdom's advertising watchdog. You may recall that Miu Miu, the little sister brand of Prada, came under fire in 2011 for an advertisement starring actress Hailey Steinfeld, who was then 14 years old. For the brand's Autumn/Winter 2011 campaign, Steinfeld was seated on railroad tracks, which the ASA deemed to be “irresponsible,” as it amounted to the depiction of a “child in an unsafe location.”
At issue this time: an image of 22-year old actress Mia Goth from Miu Miu's Spring/Summer 2015 campaign.
According to the ASA's ruling, it received and upheld a single complaint over an image of the actress in Miu Miu’s spring campaign, on the grounds that it “could give the impression that [it] presented a child in a sexualized way.” The complainant argued that the advertisement, which appeared in British Vogue, among other publications, "showed a child dressed as an adult in a sexually suggestive pose,” and that it was “irresponsible and offensive.” In the Steven Meisel-lensed ad, Goth is dressed in a midriff-baring top and pants, lounging on a bed with crumpled sheets, and can be glimpsed through a partially open door. Prada responded to these allegations by stating that it does not believe Goth is depicted in a sexually suggestive pose, “or that there was a sexual tone to the ad or to her expression.”
The British ASA, however, found otherwise. The board held that Goth’s minimal make-up, coupled with the fact that her clothes were slightly too large, gave the impression that she was younger than 16. The ruling held: “We considered that her youthful appearance, in conjunction with the setting and pose, could give the impression that the ad presented a child in a sexualized way." The ASA ordered the ad must not appear in the U.K. media again in its current form, and ordered Prada to ensure that future ads do not include images that “inappropriately sexualized young women.”