The fashion world is no stranger to controversy, especially when it comes to body size in advertising. Recently, online clothing brand Snag shared that it gets over 100 complaints every day about its models being “too fat.” Brigitte Read, the CEO of Snag, explained that their models, who wear sizes 4 to 38, often face hateful comments about their weight. This has sparked a bigger conversation about whether ads showing “unhealthily fat” or “unhealthily thin” models should be banned.
The debate heated up after a Next ad featuring an “unhealthily thin” model was banned by the UK’s Advertising Standards Authority (ASA). The ASA, which oversees advertising, has mostly focused on banning ads that promote unhealthily underweight models. This is because society often sees thinness as the ideal. But now, some people are questioning why ads with larger models aren’t treated the same way.
Catherine Thom, a 36-year-old from Edinburgh, shared her thoughts on this issue. She called it hypocritical to ban ads with thin models while celebrating body positivity for larger models. Thom said she felt overwhelmed by images of “obese girls in tights” after buying from Snag during her pregnancy. She believes ads that normalize any unhealthy weight, whether too big or too small, are harmful.
On the other side, Snag’s founder, Brigitte Read, defends the brand’s approach. She says shaming larger bodies only hurts mental and physical health. Read stresses that people of all sizes deserve to see themselves represented in fashion. “Fat people exist, they buy clothes, and they need to see what those clothes look like on bodies like theirs,” she says. Snag even has 12 staff members whose job is to remove negative comments and promote body positivity.
Sophie Scott, a 27-year-old salon owner and Snag model, knows what it’s like to face both praise and criticism for her size. She’s heard everything from “you’re so beautiful” to “you need to lose weight.” Even after losing weight, she still gets hateful comments. Sophie says fitness isn’t about how you look and that people shouldn’t judge her health based on her size. She finds joy in messages from followers who feel inspired by her confidence.
Fashion journalist Victoria Moss adds that society isn’t used to seeing bigger bodies in ads. She points out that even “plus-size” models on retail websites are often sizes 14/16, which is close to the average UK woman’s size. Moss believes the real issue is the context of the ads. While thin models can trigger unhealthy behaviors for people with eating disorders, larger models are unlikely to encourage unhealthy habits.
The ASA gets about 35,000 complaints a year about ads, with 61 in 2024 specifically about models’ weight. Jess Tye from the ASA explains that ads are only investigated if they promote unhealthy body standards. Ads that simply promote body confidence and use models who fit the product’s size range aren’t targeted.
This ongoing debate shows how society struggles with body image and the pressure to meet unrealistic standards. Whether thin or plus-size, the fashion industry needs to balance representation with responsibility. Ads should promote health and confidence without pushing harmful stereotypes.
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