H&M was hoping their new ads would gain attention — just not this kind.
The Swedish clothing relater store released their 2012 swimsuit ads featuring Brazilian model Isabeli Fontana. Now, H&M is under fire from the Swedish Cancer Society for using the too-tanned model. “Every year, more people die in Sweden of (skin cancer) than in traffic accidents, and the main cause is too much sunning,” the Society wrote in the Swedish Dagens Nyheter, according to AP.
The group blasted H&M claiming the company is creating a “deadly” image of beauty and are responsible for contributing “to more people dying from skin cancer.” H&M has apologized to the Swedish Cancer Society via email. Their apology reads: ”We are sorry if we have upset anyone with our latest swimwear campaign. It was not our intention to show off a specific ideal or to encourage dangerous behaviour.”
Although, H&M defended their campaign claiming their goal was to highlight the swimsuits NOT the model’s skin color, they added, ”We have taken note of the views and will continue to discuss this internally ahead of future campaigns.”
What do you think of H&M’s new ads?