Fashion giant H&M pulls ad after claims it sexualised under-age girls
Al Jazeera
Swedish brand apologises after ad campaign in Australia sparks backlash online.
H&M, the Swedish fashion giant, has pulled an advertisement for school clothing after complaints it sexualised underage girls.
The advertising campaign launched in Australia featured two young girls in school 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 said on Monday. “We are deeply sorry for the offence this has caused and we are looking into how we present campaigns going forward.”
The move comes after social media users accused the clothing brand of sexualising young girls.
“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 writer known for campaigning against pornography, said in a post on X.
