Everyone's talking about Dior's newest model.

“It’s not a fairy tale; it’s a cliche.”

Fashion giant Dior has a new model, and she’s got the slim, willowy limbs of a still-developing child.

That’s because she is, in fact, a child — a fact that has more than a few critics concerned.

opened Dior couture fw 15/16 today my first show ever pic.twitter.com/I06ihkRxqJ

— SOFI (@sofiaMechetner) July 6, 2015

Israeli model Sofia Mechetner is the newest face of the French luxury goods brand.

After being scouted in Tel Aviv, Israel, the newcomer scored a two-year contract worth £170,000 (around AUD$360,000) to front the new Dior campaign.

Earlier this month, the slight, 5’11” teenager walked the runway to open at its haute couture autumn/winter 2016 show in Paris, wearing a sheer dress that showed her slight breasts and slim hips.

Post continues after gallery:

Much has been made by international media outlets of the young model — who is described by her agent as “a young Claudia Schiffer,” according to The Washington Post, and by some excited fans as an “ethereal beauty”.

Her metoric rise to fame has also been likened to a ‘Cinderella tale’ by some media outlets — because prior to scoring the Dior gig, Mechetner reportedly shared a one-bedroom housing estate flat with her two younger siblings and her single mother.

Despite the appeal of an enchanting “rags-to-riches” story, there’s one not-so-dreamlike quality about the young model’s instant career success: The fact that she has the figure of a child, but she’s being used to market clothing to fully-grown adults.

“It’s not a fairy tale; it’s a cliche,” founder of the Model Alliance Sara Ziff, told the New York Times. “It’s once again using girls to sell clothes to women.”

Butterfly Foundation CEO Christina Morgan similarly criticised Dior’s decision to sign such a young model, telling Mamamia the move may promote unrealistic ideals.

“The regular use of unhealthy and underweight models in fashion advertising promotes unrealistic, unobtainable and highly stylised appearance ideals that cannot be achieved in real life, and the same can be said for using a 14 year old model to advertise clothing for a fully grown adult,” Ms Morgan said.

Some other controversial campaigns using young and young-looking models (post continues after gallery):

“Women who feel they don’t measure up in comparison to these unrealistic ideals can experience intense body dissatisfaction which is damaging to their psychological and physical wellbeing,” Ms Morgan continued.

“The Butterfly Foundation believes that, at a time when eating disorders are affecting more than one million Australians and claiming the lives of far too many, the fashion industry should be using their influence to set a positive example for impressionable Australians.

“They should be advocating for body diversity and showcasing healthy and realistic bodies.”

Related content: When runway models are too skinny.

The use of child models also presents work-safety issues for the young models themselves, as the Model Alliance’s deputy director Alexandra Simmerson previously told the New Statesman.

“Most fashion models begin their careers in their early teens, and the choices they make as children may have long-lasting repercussions,” Ms Simmerson said.

“These children are often working in adult environments with adult pressures that they may not have the maturity to handle on their own.”

So while Dior’s flowy designs may be beautiful to behold, one thing is clear: The luxury label’s decision to promote unrealistic body ideals by sending children out onto the catwalk is anything but.

Anyone needing support with body image or eating disorders is encouraged to contact  the Butterfly National Eating Disorders Supportline on 1800 33 4673.

What do you think of Dior’s decision to sign such a young model?

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Mia Freedman on why she’s concerned about young models.