Anorexic Ad Campaign Shocks Milan Fashion Week

25-09-2007 12:00

A seriously anorexic model is the face of a new advertising campaign designed to make the fashion industry wake up to the dangers of the deadly disease.

The advert stars Isabelle Caro, 27, an anorexic who weighs just 31 kilos (4 stone, 12lb) and can be seen around Milan during the city's fashion week.

On her blog site Caro describes her "difficult childhood" as the reason for her long battle with her eating disorder: "I've hidden myself and covered myself for too long. Now I want to show myself fearlessly, even though I know my body arouses repugnance."

The campaign was funded by Italian clothing company Flash & Partners to publicise a new fashion brand , Nolita, which is aimed at young women.

The photograph was taken by Italian photographer Oliviero Toscani, who has been fighting to ban anorexic fashion models. He said: "I've been looking into the problem of anorexia for years. Who's responsible? Communication in general? Television? Fashion? So it's very interesting that in the end a fashion company has inderstood the importnace of the problem and with full awareness has found the courage to take the risk that this campaign involves."

Flash & Partners said in a statement that Toscani's aim was "to use the naked body to show everyone the reality of this illness, caused in most cases by the stereotypes imposed by the world of fashion".

Calls for action within the British fashion industry led an investigation by the Model Health Inquiry. Their report was published last week on the eve of London Fashion Week, made 14 recommendations including requiring models to pass medical checks before being allowed on the catwalk and barring appearances from those under 16.