WHOA - Shocking anti-anorexia ad campaign

Coninciding with the start of Milan's fashion week on Monday, this ad (potentially NSFW) was featured in papers and on billboards across Italy.

Here's what's crazy/sadly unbelievable: The woman shown is not a drawing or a cartoon (as I thought when I first saw it). It is a real person. Her name is Isabelle Caro, 23, and she has been suffering from anorexia for 15 years. Speaking to Italian Vanity Fair about appearing nude in the ad, she said, "I have hidden and covered myself up for too long. Now I want to show myself without fear, even though I know that my body is repugnant. The ... suffering I have experienced only makes sense if they can be of help to others who have fallen into the trap from which I am trying to escape." She weighs approximately 68 pounds.

The photgrapher who shot the photo, Oliviero Toscani, is no stranger to controversy (which this ad is already stirring up). You may remember his iconic images of a man dying of AIDS which appeared as part of a Benetton ad campaign in 1992. This new photo is being used by a fashion chain to raise awareness about EDs.

As many of you know, ever since the recent spate of models dying from anorexia, Europe has been paving the way towards making the fashion industry a bit safer for women - Madrid Fashion Week banned too-thin models from the catwalks, while Milan now requires models to carry medical certificates showing they do not suffer from an eating disorder.

The ad of the naked woman was approved by Italy's Health Minister. Others are saying it may serve as a trigger to some of the two million Italian women who suffer from an ED.

What do you think?

Comments

My first thought is, it's a sad world indeed where Italy--homeland of "la dolce vita"--is home to 2 million ED sufferers.

As for the ad, I say "bravo" for showing the ugly side of EDs, delivering an umistakeable message: "It's not chic, it's not cute, it's not sexy--what it is, is self-mutilation."

I support the "bravo". While I understand the argument that it can be triggering for those still struggling, how much more would pictures of models that glamorize similar thinness, if not quite to that extreme. We need to be able to talk about ED before any serious change is going to happen. This ad is a start in that.

Though I do not agree that the media is the solely responsible for the increase in this disease, I do hope it will spark some serious discussion about this disease. The media definitely holds some responsibility and it needs to be addressed as well as the whole disordered perception of our bodies and attitudes towards food.

He's the same guy who did the photograph of the man dying of AIDS for Benetton right?

While I agree that the media is not solely responsible for the increase in EDs, I believe it does have the lion's share of responsibility. There are countless actresses (and actors) who are under huge pressure to be as thin as possible in order to keep working. Hollywood and Madison Ave. bombard us with these ultra-thin images constantly. Actors like Margaret Cho and Courtney-Thorne Smith have been very open and public about the pressures they have faced. I've seen and experienced it firsthand: if people knew the kind of stuff that goes on, they would be horrified. In any other industry, it would be grounds for a lawsuit. But because it is an industry based on image, it's hard to get anyone to take seriously any allegations of abuse. It is simply expected and tolerated.

No matter if it is triggering to some, we have to learn to deal with triggers all around us. I'm glad this ad was created; it's more realistic than beauty, soda, or clothing ads. It is difficult to face the reality that ed's are all around us because most sufferers are so good at hiding it. This uncovers the truth, and it hurts.

A picture speaks a thousand words is about all I can say about this photo. The fact that its a photo of a real living person in this day and age horrifies me. It puts me in mind of pictures one sees in history books of the Holocaust. I do applaud this woman though for putting herself and her body out for the world to see. Or at least let's hope it stretches across the world so that women and girls every where can see the atrocities of an ED.

If she says she's showing her body so that others can get help then at least she has reached a point where she knows its not good and can now be helped. for so long they think tehy are looking better.

As much as I admire the photgrapher's ability to shock his audience I wonder what it would have looked like to compare her naked bosy to a clothed one. EDs are notoriously hidden and difficult to spot. I think it would have been interesting to see how "normal" she looked clothed. But maybe I'm wrong and it wouldn't have the same shock value needed for discussion. It could also be even more triggering to those who are affected. Any thoughts?

that's a good point, rose. it would have been interesting if he had a side-by-side of her in a fashionable outfit and her scary gaunt unclothed body.

Jumping back into the fray... I think the clothed vs. naked shot would be interesting, but then again, how does one guarantee it's the real thing and not airbrushed? Remember Leslie's post several weeks back comparing Faith Hill's real Redbook cover and what actually went to print? I think oftentimes society can easily brush EDs under a rug simply because of the wonders of Photoshop and airbrushing and other "curtains" that allow such images to be "hidden."

As happy as I am that people are finally noticed eating disorders as a serious illness and trying to bring awareness to it...I'm not sure if that ad will in fact make girls with an ED rethink their ways. They already don't see their REAL figures when they look in the mirror and the body they're looking to achieve is their warped idea of beauty and perfection. So I feel like them seeing that woman wouldn't make them think "Wow that could be me if I don't stop this" but rather "I won't look like that, I'll stop once I get Jessica Alba's kickass abs!"

So I guess I have a mixed view on this..but I'm def all for brining attention to the disease and recognizing it as a real disorder rather than just a normal, crazy female thing.

Seriously, I'm wondering how many pro-ana/mia girls are now going to frame this photo and put it on their wall---or rather in this modern day and age, save it and put it as their desktop background.

So I say it's a prevention ad for those who would think to lose weight through eating disordered behavior and it's also a motivational ad for those who are think EDs are a lifestyle.

Update: My friend Jules is in Italy on vaycay right now and emailed me to tell me "There are billboards all over of a horribly anorexic woman, totally naked..." I can't believe she is there, in the country, as all of this is going on. I bet she comes home with some really interesting insights - will keep you posted.

PS I happen to think the idea of a side-by-side clothed/unclothed could be quite effective - nice idea. Maybe there could be some kind of Surgeon's General warning at the bottom, along with a guarantee that "This photo was not digitally altered." Ah...to dream.

Leslie

I lived in northern Italy for an extended period of time. EDs are a huge problem in the Italian culture. Girls and women simply don't eat. My roommate from Modena had a cappucino in the morning, a piece of fruit for lunch, and a glass of wine and a cigarette for dinner. This is very common from what I saw.

A big part of it is the fashion culture. The girls feel they need to be skinny in order to wear the fashionable clothes, and the desginers reply with ever-decreasing waistlines in their designs. The German girls I knew couldn't find clothes big enough for them in Italy, and they were not fat or overweight by any standards.

I know how personal eating disorders are, as I am currently battling one myself. It's an internal struggle that so many sufferers keep to themselves, and even going out of our way to hide it. I believe this woman has just given the world more insight on life with ED. She has made a statement that is so difficult for many of us to do.

Thank you for your honest and brave comment, Kelly. I'll be thinking good, strong thoughts for you and your recovery.
Leslie