MIU MIU's controversial Hailee Steinfeld advertisement has been banned by the Advertising Standards Agency. The ad, which shows 14-year-old Steinfeld sitting on a railway track, was found to be "irresponsible" for "showing a child in a hazardous or dangerous situation".

Prada Retail Ltd, which owns Miu Miu, explained that the ad was "based on the set of an imaginary film" starring Steinfeld - who was nominated for the Best Actress Oscar in 2011 for her role in True Grit - and did not have the "intent of depicting a child in an unsafe location". The label said that the ad "was photographed on an abandoned railway track in a foreign country. Hailee Steinfeld was sitting on the edge of the train track as if she was resting between takes of the movie on a hot day". They also said that "the viewpoint of the ad extended along the railway track and it was clear that there was no train in sight," thereby negating any suggestion of peril.
The brand added that the ad was "part of a serious, high-fashion campaign aimed at adult women and "was placed only in adult, high-fashion magazines".

Despite upholding the complaint that the images showed Steinfeld in an unsafe location, the ASA rejected another complaint that the images were suggestive of youth suicide and that Steinfeld appeared to be crying whilst sitting on the railway track - concluding that "the ad was prepared with a due sense of responsibility and would not be suggestive of youth suicide to impressionable young people".

via:vogue.co.uk

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