Swedish model apologises after advert marketing campaign in Australia sparks backlash on-line.
H&M, the Swedish style large, has pulled an commercial for college clothes after complaints it sexualised underage women.
The promoting marketing campaign launched in Australia featured two younger women in class uniform with the caption, “Make those heads turn in H&M’s Back to School fashion”.
“We have removed this ad,” an H&M spokesperson stated on Monday. “We are deeply sorry for the offence this has caused and we are looking into how we present campaigns going forward.”
The transfer comes after social media customers accused the clothes model of sexualising younger women.
“The little girls’ parents generally prefer heads don’t ‘turn’ when others see their daughters walking to school, on a bus or in class,” Melinda Tankard Reist, an Australian author recognized for campaigning towards pornography, stated in a put up on X.
“Why would you want to fuel the idea that little girls should draw attention to their looks, bodies and ‘style’? Perhaps have a word to your marketing team and come up with something that doesn’t draw attention to pre-pubescent girls already struggling to thrive in a culture that values ‘lookism’ as an aspirational goal?”
The backlash is the newest in a collection of controversies involving style manufacturers’ promoting campaigns.
Final month, Zara dropped a marketing campaign that includes a mannequin standing amongst rubble and mannequins wrapped in shrouds after social media customers claimed it was insensitive to victims of the conflict in Gaza.
Paris-based luxurious style model Balenciaga final 12 months apologised for operating adverts that featured youngsters holding teddy bears carrying bondage-style apparel and a printout of a Supreme Courtroom determination that upheld legal guidelines towards youngster pornography.