After the below video showcasing the campaign appeared on British newspaper The Times's website, the ASA received a complaint arguing that two models were "unhealthily thin": 
 
 The ASA's report notes the complaint related to two models: Madison Stubbington, pictured sitting on the couch in a yellow suit (above left), and Avery Blanchard, pictured leaning against a wall in a patterned dress (above right). The ASA agreed that "unnatural thinness" is a "subjective matter," and found the seated model to be acceptably proportional (seriously). For example, nowhere in the ads were any models' "bones" visible, their makeup was natural rather than heavy (which might have accentuated the impression of thinness), lighting was uniform and warm to ensure there were no hollows caused by shadows and their clothes were not revealing. Regardless, the ASA eventually ruled that Blanchard did appear too skinny in the campaign — "her torso and arms were quite slender and appeared to be out of proportion with her head and lower body," their ruling read. Still, this decision means the campaign now can't ever appear again in the U.K. "in its current form" (though, at this point, Gucci's moved past cruise season anyway). Update 4/8 4:40 p.m.: "We take our responsibilities as an advertiser very seriously in the way models are selected for, and presented in, our advertising campaigns," a Gucci spokesperson told WWD, adding that the campaign had "expired" already. The ad, which begins with models dancing in a villa in Florence, was flagged by the UK's Advertising Standards Authority after they received a complaint for using a model that was "unhealthily thin and gaunt."
– If anyone has doubts that the United Kingdom's Advertising Standards Authority reads its complaint mail, this should put that to rest. Per Fashionista, a lone detractor submitted a grievance to the British ad watchdog about a Gucci ad campaign, and now it's banned in the UK—because of two "unhealthily thin" models. The brand's already expired promotion of its Cruise 2016 collection was featured in the British Times, and models Madison Stubbington and Avery Blanchard apparently took the complainant's breath away with their slim frames, spurring a challenge against the ad for being "irresponsible" and a ban on it appearing in its "current form" anywhere in the UK, per the ASA ruling. Gucci's rebuttal, via Cosmopolitan, says the ad was geared toward an "older, sophisticated audience" and that thinness is a "subjective issue." Gucci lists reasons why the models weren't portrayed as too skinny—their "bones" weren't on display, for example, nor was heavy makeup used to make their faces look too thin. "The visual parts of their bodies appeared toned and slim," the argument reads. But the ASA didn't buy that, noting after a review that Stubbington's portrayal was OK, but Blanchard's wasn't. "Her torso and arms were quite slender and appeared to be out of proportion with her head and lower body," the ruling says, adding that her pose accentuated her long torso and skinny waist and that "her somber facial expression and dark make up, particularly around her eyes, made her face look gaunt." Cosmo points out issues with the ASA's ruling: "Even if intended to combat problematic portrayals of the female form, it's worth noting this is a pretty body-shaming statement in itself." (Models in France now need a doctor's note OKing their BMI.)