Explain why clothing brands use such thin models in their advertisements?

To attract attention and spark desire.

Clothing brands often use very slim models because it immediately attracts attention and creates a sense of envy in the viewer. The slender silhouette is frequently associated with an ideal of youth, beauty, and success, unconsciously pushing consumers to desire to look like the displayed model. This strategy plays on consumers' personal dissatisfaction with their own appearance, encouraging them to buy in order to reach that ideal. It is a simple yet effective marketing technique to quickly capture the public's attention and boost sales.

To showcase the clothing

Very thin models provide a visual rendering considered harmonious and balanced, giving the garment an impression of fluidity. The slim silhouette often resembles the sketches of designers, facilitating the transition from idea to presentation. On thin bodies, the lines, cuts, and movements of the fabric stand out clearly and precisely, without unsightly creases or distortion. As a result, the garment maintains its ideal and desired appearance for brands. It is also simpler and quicker for brands during photo shoots or events, as the garments require fewer adjustments or specific alterations.

To meet the standards of the fashion industry.

In fashion, using very thin models reflects beauty standards imposed by the industry itself. Since the 1990s, the slim silhouette of models has become an almost indispensable reference associated with the notion of high-end or luxury. Designers, stylists, and major brands often adhere to these standards to remain accepted in the exclusive circle of fashion events, such as recognized fashion shows or advertising campaigns. These standards ultimately influence the entire industry, creating a kind of vicious circle: brands use thin models because others do too, and so on. Ultimately, deviating from these standards represents a real economic or image risk for a brand.

To reinforce beauty stereotypes.

Clothing brands often use very thin models because it directly corresponds to the image, typically conveyed in the media, of what is considered the so-called ideal beauty. For decades, magazines, films, and social media have celebrated excessive thinness, especially for women. By primarily featuring very thin models, brands reinforce, whether intentionally or not, the idea that extreme thinness equates to success, health, and attractiveness. This shapes public perception: people end up thinking they must look like that to be beautiful or accepted. This often drives consumers, especially young women, to seek to meet these standards, even when they are unrealistic and sometimes dangerous.

To influence consumer trends

Brands often use very thin models to create a form of aspiration: essentially, they play on the unconscious idea that by buying a certain garment, we will get closer to the image we admire. This encourages the imitation of these idealized models by adopting certain fashion trends. Slim bodies then become a sort of reference, and we often end up associating elegance or style with that particular silhouette. We adopt these clothes to feel fashionable, to have the impression of being part of the movement, in short, to follow the model proposed by advertisements. Behind all this, there is a very clear marketing strategy: by imposing these aesthetic standards, brands ensure direct influence over our consumption choices and, therefore, on our spending.