The Italian fashion brand Nolita that is a part of Flash and Partners group has begun a new campaign called No Anorexia. There appear a lot of ad billboards with the pictures of the naked young lady that suffers from anorexia.
The author of the campaign is famous Italian photographer Oliviero Toscani. The campaign is destined to young women who keep up with fashion and is called to draw public attention to such awful disease as anorexia. The statistics data are impressive: there are about two million people who suffers from anorexia and bulimia in Italy.
The ad billboards feature a 27 years old French woman named Isabella Caro who weighs a mere 31 kg (68 pounds.) She says that she has decided to show her body for people to know and to see how the disease impacts the body. By the way Isabella has suffered from anorexia for 15 years.
As for the photographer, 65 years old Oliviero Toscani is well known first of all by his scandalous ad campaigns for United Colors of Benetton. He admits that he has been interested in anorexia problems for a long period of time. He also says it is very important that today a company that works in fashion sphere has understood the importance of the problem and participates in this campaign.
The Nolita campaign received the backing of the Italian Ministry of Health. It is also worth mentioning the beginning of it has coincided with the opening of Fashion Week in Milano. The deadly skinny model's pictures are placed in all main Italian cities as well as in world mass media.
So there is a hope young ladies will think about their life values and will stop torturing themselves because of stupid fashion trends seeing so awful pictures.
Everybody remembers famous 21 years old Brazilian model who died from eating disorders. Also the critical situation is in the family of Donatella Versace whose daughter Allegra has been suffering from anorexia for many years.
The advertising campaign is considered to be controversial because there are people who think the photo is too crude. As for me I support Oliviero Toscani and Nolita's idea. I hope it will help saving many young ladies from stupid death. And one more thin - the notions of the beauty ideal should certainly be changed.
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by Ed
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