Photo: Getty

Yves Saint Laurent has been asked to change its new autumn/winter 2017 advert campaign by the French advertising watchdog on the grounds that it is “degrading” to women.

The Autorité de Régulation Professionnelle de la Publicité (ARPP) requested that the brand make amends to the adverts after 50 people complained about them, reports the Business of Fashion.

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The ARPP head Stéphane Martin told Reuters that the images breached advertising standards and that they negated the “dignity and respect in the representation of the person.” He also said that there were concerns about how the very thin models used in the campaign would influence young girls.

The campaign, shot by Inez and Vinoodh, features multiple images – a model wearing a fur coat, fishnet tights and court shoes with her legs spread open and another of a model in roller skates bending over a stool.

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The French feminist group Osez le féminisme (‘Dare to be feminist’) said that the subtext of the images was “extremely violent”.

“It ticks all the sexist boxes,” said the group’s spokeswoman, Raphaëlle Rémy-Leleu. “The women are objectified, hypersexualised and put in submissive positions.”

The label fell foul of advertising standards before in 2015 when an advert starring a thin model whose ribcage was showing was banned in the UK.

From: Harper’s BAZAAR UK