It’s usually models that are considered too thin that come under fire, but now its models that are “too tan”. Clothing company H&M issued an apology after Brazilian model Isabeli Fontana appeared in their recent campaign sporting a deep bronze tan.
“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, but was instead to show off our latest summer collection,” the company said.
“We have taken note of the views and will continue to discuss this internally ahead of future campaigns,” it added.
The apology came after the company was blasted by the Swedish Cancer Society.
“The clothing giant is creating, not least among young people, a beauty ideal that is deadly,” the cancer society said in an opinion article in Thursday’s edition of Swedish newspaper Dagens Nyheter.
“Every year, more people die in Sweden of (skin cancer) than in traffic accidents, and the main cause is too much sunning. Regardless of how the H&M model got her tan, through sunning or a computer programme, the effect is the same: H&M tells us we should be very tan on the beach.”
It continued, “It is sad to write this, but H&M will through its latest advertising campaign not only sell more bathing suits but also contribute to more people dying from skin cancer.”
Do you think H&M’s campaign is sending the wrong message?
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