H&M Removes Ad Campaign Amid Allegations of ‘Child Sexualization’
International clothing retailer H&M has pulled an Australian advertisement and apologized after receiving complaints from social media users that it “sexualized children.”
H&M confirmed its removal of the ad and expressed deep regret for the offense it caused. The Swedish company stated, “looking into how we present campaigns going forward.”
Screenshots were taken of the ad before being taken down, with some people labeling it as “creepy” and “disturbing,” while others recalled their experiences of “being ogled” while still at school.
The ad featured two primary-aged schoolgirls wearing matching white shirts, dark grey pinafore dresses, and pink rucksacks on what appeared to be a pink school bus, with the slogan “Make those heads turn in H&M’s Back to School fashion.”
Australian writer Melinda Tankard Reist was among those who criticized the ad.
“What is your intention with this sponsored Facebook ad?” she posted on X, formerly known as Twitter. “Little schoolgirls generally don’t want to ’turn heads’. The large numbers I engage with in schools want to be left alone to learn and have fun and not draw unwanted attention to their appearance.
Related Stories
“Why would you want to fuel the idea that little girls should draw attention to their looks, bodies and ‘style’? Perhaps have a word to your marketing team and come up with something that doesn’t draw attention to pre-pubescent girls already struggling to thrive in a culture that values ‘lookism’ as an aspirational goal?” she wrote.
Users on X suggested that the girls’ legs had been oiled for the photo, and pointed out their sideways look at the camera.
‘No Mistake’
British political commentator Adam Brooks posted an image of the ad on X, writing, “This was no mistake, this campaign would have had to go through many people to be signed off, why would people turn heads for kids?? … sick.”
However, not everyone on social media agreed. One user wrote, “Hmm debatable because I’d state anyone looking at this as sexual may have an issue? Adverts have been round a long time and always had kids on posters, they just look like they are modeling school uniform like they’ve seen for years?”
Another responded, “I must need to adjust my offence-ometer, this appears completely harmless to me.”
Fashion brands often face criticism over ads seen as sexualizing children. Balenciaga released two campaigns in November 2022 featuring children carrying handbags that looked like teddy bears appearing to be dressed in bondage gear, as well as a printout of a Supreme Court decision against child pornography that was upheld by laws.
In December last year, a Zara campaign went viral after users likened the use of mannequins missing limbs and wrapped in white cloth to images of bombing victims in Gaza. Zara took down the ad and said it regretted the “misunderstanding” after calls to #BoycottZara spread across social media platforms.
