Janice Alida models a Dion Lee for Target look in the ad campaign. Source: Supplied
ACCLAIMED Aussie fashion designer Dion Lee has been criticised for featuring a “super thin” model in the ad campaign for his collaboration with Target.
The highly anticipated collection launched in Target stores and online last week. It features 36 pieces in Lee’s signature sport luxe style and is priced between $25 and $119, in sizes 6 to 16.
A change.org petition entitled “Stop using anorexic-looking models in advertising”has singled out an image used to promote the Dion Lee x Target collection via email.
“Teenagers and women of all ages should not be hounded into life-threatening anorexia by irresponsible advertising,” the petition says.
“The advertising pictured was sent to me and thousands of others, as an email by Target. The big chain stores must be aware of the many studies that have shown anorexia to actually be deadly to women.
“People have died already and will die, thanks to this kind of sexist, objectifying advertising. I would like everyone to show they definitely don’t want this kind of advertising any more.”
The petition has already attracted more than 10,000 signatures.
Photo: Dion Lee x Target. Source: Supplied
Target’s customers have also expressed their concern on the company’s Facebook page.
“That model does not represent the average female body, in my humble opinion. She has a beautiful face, but I don’t think she represents how most of us will look in this line of clothing. I am all for Target sprucing up its brands, but this is Target, notVogue or Harper’s Bazaar,” wrote one user.
Another said: “I just want to say she is super thin not an average size Australian who is she trying to appeal to because it certainly ain't the average woman.”
In a statement to news.com.au, Target said it had “always been committed to ensuring that all women are represented in our advertising as well as our product offering”.
“We ensure that women of all shapes, sizes and ethnicities are represented — and celebrated. You’ll also see examples of this in our catalogues and our fashion runways,” the statement read.
“We proudly have a number of different collections in store catering for women of all sizes — everything from petites to plus size and in an upcoming catalogue we make a point of highlighting that we have ‘underwear for every body’.”
Butterfly Foundation chief executive officer Christine Morgan toldnews.com.au the fashion industry should be using its influence to set a positive example for “impressionable” young women.
“Cultural ideals portrayed and promoted by the media and fashion industries play an important role in the development of body dissatisfaction,” Ms Morgan said.
“People of all ages are bombarded with images that often promote unrealistic, unobtainable and highly stylised appearance ideals which have been fabricated by stylists and digital manipulation and cannot be achieved in real life.
“Those who feel they don’t measure up in comparison to these ideals can experience intense body dissatisfaction which is damaging to their psychological and physical wellbeing. We strongly encourages these organisations to advocate for diversity and to showcase healthy, realistic bodies,” she said.
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