As trade mag Campaign has pointed out, Nasty Gal is not the first fashion company to be told off for using ultra thin models.

It follows in the footsteps Drop Dead, Yves Saint Laurent, Gucci and, back in 1998, watchmaker Accurist.

In January, online retailer Motel Rocks was ordered to remove four images from its website featuring a model the ASA determined to look unhealthily thin.