The fashion chain H&M is taking a campaign offline after various protests, reports Reuters. She allegedly encourages the “sexualization of underage girls.”
The advertising campaign first appeared in Australia and carried the slogan “Make those heads turn in H&M’s back to school fashion”. There was also an accompanying picture of two schoolgirls posing in the brand’s apron dresses.
The ad has already been removed, an H&M spokesman told the Reuters news portal. The brand regrets the resulting irritation and wants to review the way it presents other campaigns in the future.
The one belonging to the Spanish Inditex group was also in December last year Fast fashion brand Zara came under fire for a campaign. One collection was promoted with images of mannequins wrapped in cloths, drawing comparisons to corpses from the war-torn countries of Israel and Palestine. She too was taken offline.
This article originally appeared on FashionUnited.nl. Translated and edited by Heide Halama.