Nolita

If you hadn’t heard of the fashion label before Friday, chances are you’re now in the loop. Italian fashion house Flash & Partners hired controversial photographer Oliviero Toscani to shoot anorexic actress Isabelle Caro in its 'No Anorexia - Nolita' ad campaign, to raise awareness of the effects of anorexia. The ad features Caro naked, and the words “No Anorexia.”

In a press release on the Nolita Web site, Toscani says, “I’ve been looking into the problem of anorexia for years. Who’s responsible? Communication in general? Television? Fashion? So it’s very interesting that in the end a fashion company has understood the importance of the problem, and with full awareness has found the courage to take the risk that this campaign involves.”

The campaign sparked both praise and controversy in blogs and editorials when it hit Italian news stands and billboards last Monday. Those in favor of the ad praise the shock value for the potential to raise awareness in an eating disorder-prone industry. Those against the ad question the company’s intention, deeming it no more than a marketing tool and money-maker for the brand. Some even say the image may glorify anorexia for those already suffering from the illness.

The Italian Minstry for Health is backing the campaign.