Following the release of a contentious advertisement for their line of school uniforms, fashion retailer H&M has come under fire. The headline of the advertisement, which showed two young girls wearing pinafore dresses, said, "Make those heads turn in H&M's Back to School fashion." The brand was accused of sexualizing young children by numerous internet users who thought the caption was extremely inappropriate.
Outrage on social media
Social media users expressed their disgust and concern over the advertisement, which quickly caused outrage. Many thought the advertisement's caption was insensitive and advocated for responsible advertising, particularly when it features children. A few users also took issue with the brand for failing to deliver a back-to-school campaign that was appropriate.
Apology and Removal of the Ad
H&M quickly took down the advertisement after apologising for the outcry. The company expressed regret for any offence caused and pledged to revisit their campaign presentation going forward. They clarified that only Australia could view the advertisement.
Similar Controversies in the Industry
Not for the first time, a fashion brand has come under fire for sexualizing kids in their ads. Chinese-owned online marketplace Temu came under fire in 2023 for an advertisement that featured a young child in a bikini holding a position that appeared to be inappropriate for her age. The Advertising Standards Authority ruled that the advertisement was inappropriate.
H&M's contentious school uniform advertisement has caused outrage and accusations of sexualizing young children. After removing the advertisement and apologising, the brand promised to revisit the campaign presentation in the future.
(Image Source : Multiple Agencies )
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