H&M Apologizes For School Uniform Ad Lambasted For Allegedly Objectifying Kids
Photo 226409014 © Aleksei Filatov | Dreamstime.com
H&M has stitched up a wave of criticism among parents over an advertising campaign in Australia, leading to its removal and an apology from the Swedish fashion retailer.
The graphic, featuring two elementary school-aged girls in uniform-like pinafore dresses, was accompanied by the slogan: “Make those heads turn in H&M’s Back to School fashion.” This phrase, paired with the imagery of the young girls, sparked accusations of sexualizing children.
🤔 Is it? Now removed.
— Sandra Weeden (@SandraWeeden) January 22, 2024
CLOTHING chain H&M has been accused of SEXUALISING YOUNG CHILDREN with its latest school uniform ad.
The brand’s promo featured two girls in pinafore dresses with the slogan: “Make those heads turn in H&M’s Back to School fashion.”… pic.twitter.com/SRMEdQ8gUR
On social media, users conveyed their discomfort with the advertisement’s perceived message, billing it as “disturbing” and “revolting.”
Just no @hm @hmaustralia Schoolgirls don't want to "turn heads", they want to be left alone. School is not a catwalk and being catcalled on the way to and from it is not wanted attention. https://t.co/IkFvwkisub
— Emma_Lee1 (@Emma_Lee1) January 18, 2024
I'm guessing that the marketing team that came up with "Love's Baby Soft" is still in business after all these years. pic.twitter.com/wZwCLO68k7
— dbetzel_phd (@dbetzel) January 18, 2024
“These models look no more than SIX YEARS OLD,” one shopper commented. “Take it down.”
We were told that the purpose of uniforms is to take away individuality, make everyone the same, thus remove the stigma of poverty (which is a lie since they cost a fortune), & now you're sexualising little Girls to sell them. Classy 🤮
— Suzanne Walsh - The No Dig Gardener (@SuzanneWalsh72) January 18, 2024
The backlash caught the attention of Justine Roberts, founder and CEO of prominent London-based parenting forum Mumsnet. She criticized the activation, stating that the creative should “never have been created.”
In response, H&M issued an apology and withdrew the advertisement, detailing that it would reevaluate how it presents forthcoming campaigns.
“We are deeply sorry for the offense this has caused and will look into how we present campaigns going forward,” the brand shared online.
How many people signed off on this image? What’s going on with @hmaustralia ?? https://t.co/QGwMRtL6R2 pic.twitter.com/zNDLHbmQqA
— Rachel Bosenterfer (@RachelK01840150) January 19, 2024
[via BBC and The Independent, images via various sources]
