The encyclopedia · Advertising & PR · Marketing decision · 2025
Next's legging ad angled the camera low enough that the ASA called the model too thin
Next's legging ad used a low camera angle to elongate a model's legs. Next said it edited only for product focus; the ASA ruled her unhealthily thin.
Next · 2025-02-12
What happened
Next ran an online ad promoting its 'power stretch' denim leggings, featuring a model shot from a low camera angle that lengthened her legs, wearing pointed shoes that further emphasized their slimness.
Next confirmed it had digitally altered the image but said this was only to 'maintain focus on the product,' not to exaggerate the model's body shape.
The UK's Advertising Standards Authority ruled that regardless of the specific edits, the combination of pose, camera angle and styling strongly emphasized the model's slimness and gave the overall impression she was unhealthily thin. The ASA banned the ad and told Next to ensure future images were prepared responsibly.
Why it happened
- Next's defense addressed the digital editing specifically, but the ASA's objection was about the combined effect of angle, pose and footwear — a narrower defense than the finding required.
- A camera angle chosen to flatter the product (leggings) inherently also reshapes the body wearing it — there's no neutral way to shoot 'focus on the product' when the product is worn clothing.
- The ruling targeted the cumulative styling choices, not any single element — pointed shoes alone, or the angle alone, likely wouldn't have drawn the same finding; together they built one impression.
The lesson
Next's legging ad used a low camera angle and pointed shoes to lengthen a model's legs. The ASA ruled the combined styling made her look unhealthily thin, regardless of Next's stated editing intent.
Aftermath
Next removed the ad and was told to prepare future images responsibly; the ruling came weeks before similar findings against M&S and Zara extended the same standard across UK fashion retail.
Sources
- ASA bans Next ad featuring "unhealthily thin" model — Marketing Beat
- Next ad banned as pose emphasises model's thinness — FashionNetwork
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