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Protein World advert: Swimwear retailer strikes back at 'beach body ready' campaign with plus size model Ashley Graham

Swimsuitsforall has created its own version of the ad that's sparked much controversy over body shaming

Thursday 30 April 2015 17:40 BST

Ashley Graham in the satirical swimsuitsforall advert in response to Protein World's controversial 'beach body ready' campaign (swimsuitsforall .com)

Online swimwear retailer swimsuitsforall has created its own version of the controversial “beach body” ad, featuring plus-size model Ashley Graham in a striking bikini.

The image, which was posted on social media, asks “are you ready for this beach body” and features the model in a suggestive pose while wearing a black bikini.

The original Protein World advert asked: “Are you beach body ready?” featuring a slim model in a yellow bikini.

It sparked worldwide controversy over body-shaming with angry costumers taking to social media to complain about the “insulting” advert. It has now been banned and Advertising Standards Authority (ASA) has confirmed it has launched an investigation into it.

“Although the ad won't appear in the meantime, we've launched an investigation to establish if it breaks harm and offence rules or is socially irresponsible,” said ASA.

”We will now carefully and objectively explore the complaints that have prompted concerns around body confidence and promptly publish our findings.“

The American swimwear label, which offers bikinis up to size US 10, embraces body confidence and natural beauty, and this is their latest effort to tackle body-shaming.

Ten of the most controversial adverts of all time

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1/10Ten of the most controversial adverts of all time

Ten of the most controversial adverts of all time

Agent Provocateur

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Ikea

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Volkswagen

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Swimsuitsforall shared the image on their official Facebook page with the caption “Yes we are. ALL bodies are ‪#‎BeachBodyReady. As our girl Ashley Graham says, “there is no reason to hide and every reason to flaunt.”‪#‎CurvesInBikinis ‪#‎SwimSexy ‪#‎YouveGotIt ‪#‎FlauntIt.”

Graham has previously appeared in the brand’s ground-breaking #CurvesBikinis campaign and was the first curvy model to appear in Sports Illustrated magazine.

Other online retailers have got involved too. Retailer for plus-size fashion, Navabi, also created its own version of the controversial advert featuring two plus-size models in one-piece swimwear accompanied by the words "100% beach body ready". It continues: "At Navabi we believe whether you're size 8 or 28 you're beach body ready. Enjoy your life, love your body. Diet optional."

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