H&M withdraws advertisement featuring 2 schoolgirls over claims it ‘sexualised’ children; apologises

The ad featured an image of two girls of primary school age in pinafore dresses with the slogan: ‘Make those heads turn in H&M’s Back to School fashion’

H&M has now withdrawn the ad and apologised.

Tribune Web Desk

Chandigarh, January 23

H&M sparked outrage on social media over an advertising campaign for school uniforms in Australia after facing widespread criticism for the “sexualisation of children”.

The fashion giant pulled the controversial advertisement with a “highly inappropriate” caption and also issued an apology.

The ad featured an image of two girls of primary school age in pinafore dresses with the slogan: “Make those heads turn in H&M’s Back to School fashion.”

After a backlash, users expressed their concern about the ad, with one describing it as “H&M sexualising children” and another labelling it “inappropriate”.

One wrote: “What the hell is going on? This is sickening, sexualising kids.”

Another user posted on X: “This is revolting H&M, take down the ad & investigate how the ad got approval.”

Another wrote: “It’s disheartening to hear about the H&M Australia Back to School ad causing outrage among parents.

“The caption used in the ad seems highly inappropriate and insensitive. Brands should prioritize responsible advertising, especially when it involves children.”

“I get why parents are upset about that H&M ad,” another user wrote.

“It’s pretty tone-deaf to use the phrase ‘Make those heads turn’ with images of young girls in school uniforms. It feels like they missed the mark on what’s appropriate for a back to school campaign.”

Responding to the criticism, H&M said: “We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward.”

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