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‘Back to School’ ad goes back to drawing board as H&M accused of sexualising kids | Scoop

H&M Back to School fashion fb — H&M has removed their ‘Back to School’ ad featuring two young girls in school uniform as shown above, after it was slammed for its sexual messaging. – File pic, January 23, 2024

‘Back to School’ ad goes back to drawing board as H&M accused of sexualising kids

Fast fashion retailer bins campaign after being slammed for inappropriate portrayal of children

Scoop Reporters

Updated 23 January, 2024

23 January, 2024

10:16 AM MYT

KUALA LUMPUR – Swedish fast fashion giant H&M pulled an advertising campaign in Australia after being slammed for its sexual messaging.

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

“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.”

However, social media users were not amused, with most saying that such messaging should have been flagged before it was approved.

This is not the first time H&M has gotten into trouble.

In 2018, the clothing retailer faced fierce backlash for a racist ad in which a Black child was pictured wearing a sweatshirt with the words “coolest monkey in the jungle” on its UK site. – January 23, 2024

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