AN unwelcome fashion trend has reared its ugly head again this season – heroin chic.

With weight-loss drugs such as Ozempic becoming more popular, two major high street retailers have recently had images of models banned for being “unhealthily thin”.

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Zara was this week rapped by the Advertising Standards Authority for using a model in a white silk top and trousers who appeared to be “gaunt” and showing “protruding” collarbones.

It came after Marks & Spencer was branded “irresponsible” by the regulator for photographing a model in a white top and black jeans, emphasising the “slenderness of her legs”.

In fairness to M&S, and in my professional opinion, the model was shot at a bizarre angle from above, giving her alien-like skinny pins and a big head.

But where are the bigwigs at Marks & Spencer who should be saying, “Erm, she looks a bit thin — let’s ditch that pic”?

Retailers, their owners and employers have a responsibility to make sure their models are not being misrepresented and seen to be promoting aspirational fashion in a bad way.

Sadly, models’ figures that were once out of reach for us normal folk are now more attainable than ever, thanks to Ozempic and other fat jab treatments.

For me, it is sickening to recall the Nineties and Noughties era of skeletal celebrities, such as that god-awful image of Nicole Richie running down the beach looking emaciated, or even a young Kate Moss with her hip bones barely holding up her Calvin Klein underwear.

But the tide turned around 2012 when the stick-thin look was no longer considered ideal — and one woman who doesn’t get enough praise for that is Kim Kardashian.