H&M has issued an apology after the Swedish Cancer Society slammed the retailer for using a super tan Isabeli Fontana in their swimwear campaign.
The cancer society voiced their concerns in Sweden's Dagens Nyheter newspaper on Thursday, writing in an opinion piece:
"The clothing giant is creating, not least among young people, a beauty ideal that is deadly. 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 program, the effect is the same: H&M tells us we should be very tan on the beach. 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."
After seeing the article, H&M quickly responded via the AFP:
"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 behavior, but was instead to show off our latest summer collection. We have taken note of the views and will continue to discuss this internally ahead of future campaigns."
At least they acknowledged their mistake, even if it was forced.
What do U think about this???
[Image courtesy of H&M.]
Tags: dagens nyheter, h and m, hm, isabeli fontana, skin cancer, swedish cancer society, swimwear ad