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Prada Miu Miu ad 'inappropriately sexualised' young women says ASA

Prada has had an advert for its Miu Miu brand banned by the Advertisng Standards Authority (ASA) after the watchdog ruled it "inappropriately sexualised young women".

The double-page magazine ad, which appeared in Vogue, showed a young model, wearing Miu Miu products, reclining on a bed while looking straight at the camera.

The image drew one complaint from a reader who felt that the image appeared to show a child dressed as an adult in a sexually suggestive pose.

Prada said the model. Mia Goth, was 22 years of age and wore "a sophisticated outfit without a low neck-line, and nude make up".

The fashion brand added that it did not believe the model was shown in a sexually suggestive pose or that there was a sexual tone to the ad or her expression.

However the ASA said that the combination of Goth's youthful appearance, minimal make up and "clothes that appeared to be slightly too large", would lead audiences to believe that she was younger than 16 years of age. In additon the watchdog felt that her pose and crumpled bedsheets gave Goth "an air of vulnerability and the image a voyeuristic feel".

The ASA ruled that the advert was irresponsible and likely to cause serious offence. It must not appear again in its current form.

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