The banning of high street fashion adverts which featured models who looked "unhealthily thin" has led industry experts to warn of a return to the super skinny trend.
The aesthetic characterised by models with hollow faces and protruding bones was seen in the 1990s and early 2000s but in more recent years been pushed aside to allow space for the body positive movement which embraced curves.
However Zara, Next and Marks & Spencer have all had adverts banned in recent months over models who "appeared unhealthily thin". The advertising watchdog has told the BBC it has seen a "definite uptick" in complaints about such ads.
The Advertising Standards Authority (ASA) said in 2025 it had received five or six of these complaints a week but in the two weeks after July's M&S ad ban it had more than 20.
In 2024 it received 61 complaints about models' weight but it only had grounds to investigate eight.
