H&M withdraws advertisement criticized for sexualising kids
People leave a H&M store in the Causeway Bay district of Hong Kong on July 25, 2023. Retail giant Hennes & Mauritz has sued its fast-growing rival Shein in a Hong Kong court for copyright infringement, the Swedish fashion juggernaut said on July 25. (Photo by ISAAC LAWRENCE / AFP)

Home » H&M withdraws advertisement criticized for sexualising kids

H&M withdraws advertisement criticized for sexualising kids

H&M has taken swift action in response to mounting criticism after releasing a school uniform ad that was accused of sexualising children.

23-01-24 12:48
H&M withdraws advertisement criticized for sexualising kids
People leave a H&M store in the Causeway Bay district of Hong Kong on July 25, 2023. Retail giant Hennes & Mauritz has sued its fast-growing rival Shein in a Hong Kong court for copyright infringement, the Swedish fashion juggernaut said on July 25. (Photo by ISAAC LAWRENCE / AFP)

Swedish fast fashion giant H&M on Tuesday said it had pulled an advert for school clothing, which critics said sexualised young girls.

ALSO READ: Drama unfolds as Gogo takes away TV, Punishes kids for neglecting chores (Watch)

SCHOOL UNIFORM CAMPAIGN

The campaign was launched in Australia and featured two young girls in school uniform with the caption “Make those heads turn in H&M’s Back to School fashion”.

ALSO READ: LOOK: Five SA celebs and their kids’ back to school pics

Social media users pilloried the company for the ad, which has since been withdrawn.

“We have removed this ad,” a company spokesperson told AFP. “We are deeply sorry for the offence this has caused and we are looking into how we present campaigns going forward.”

ALSO READ: ‘Happy, emotional’: Cheslin Kolbe misses kids first day of school [photos]

USERS

On the Mumsnet parenting website, user “pickledandpuzzled” asked how the advert had been approved in the first place.

ALSO READ: “Kids walking away in tears” from ‘Skeem Saam’ actress

“It’s been taken down, but why aren’t these things spotted? What’s the thought process that generates these ads?”

© Agence France-Presse