Swedish fashion giant H&M faced backlash and subsequently withdrew an advertisement for school clothing in Australia that critics argued ‘sexualised young girls.’ The campaign, which featured two girls in school uniforms and the tagline “Make those heads turn in H&M’s Back to School fashion,” sparked widespread criticism on social media.
The company responded to the controversy by removing the ad and issuing a statement expressing deep regret for any offense caused. A spokesperson for H&M told a news agency, “We are deeply sorry for the offense this has caused, and we are looking into how we present campaigns going forward.”
Author Melinda TankardReist questioned the company’s intentions behind the advertisement, emphasising that young schoolgirls generally do not want to attract attention. TankardReist urged H&M to reconsider its marketing approach, suggesting that campaigns should avoid drawing attention to prepubescent girls who are already navigating a culture that places value on appearance.
Social media users echoed the criticism, with some pointing out the perceived sexualization of the young models. One user questioned the use of the phrase “turning heads,” interpreting it as a reference to adult women turning the heads of men. The overall sentiment on social media called for an end to the objectification and sexualization of young girls in advertising, emphasising the importance of prioritising education and safety over appearances.
