Dove’s “Campaign for Real Beauty” just got a shot to the gut.

A controversial study published by Arizona State University, the University of Cologne in Germany and Erasmus University in the Netherlands found that ads featuring plus-size models cause women who are either normal weight or overweight to feel just as bad — if not worse — about themselves as ads featuring super-thin models.

Since the 2006 death of 21-year-old model, Ana Carolina Reston, who died due to complications of anorexia — Reston was 5-foot 8-inches tall and weighed 88 pounds at the time of her death — the fashion industry has been doubling back on its malnourished roots.

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