Swedish clothing giant H&M not only pulled a school uniform ad featuring young girls that many saw as sexually exploiting the children, the retailer also apologized.
The prepubescent girls were wearing pinafore dresses in the “Back to School” advertisement, and the caption read: “Make those heads turn in H&M’s Back to School fashion.”
Melinda Tankard Reist, the founder of Collective Shout, a nonprofit group that battles child sexual exploitation, was quick to respond to the ad.
“What is your intention with this sponsored Facebook ad? 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,” she tweeted, along with a screengrab of the ad.
@hm @hmaustralia what is your intention with this sponsored Facebook ad? 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 1/ pic.twitter.com/DDwv42GeNz
— Melinda TankardReist (@MelTankardReist) January 18, 2024
“The little girls parents generally prefer heads don’t ‘turn’ when others see their daughters walking to school, on a bus or in class. Why would you want to fuel the idea that little girls should draw attention to their looks, bodies and ‘style’?” she continued. “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?”
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? 3/3 #girls #children #sexualisation #adultification #bodyimage…
— Melinda TankardReist (@MelTankardReist) January 18, 2024
Dr. Pam Spurr, a psychologist, also responded in a tweet:
“‘Heads turn’ for school girls? Your vile AD panders to PEDOPHILES that it’s OK lusting after girls… Your board aren’t on X so alert them that we’re having NONE of it #BoyCottHM. A shameful exploitation of girls #LeaveTheKidsAlone.”
“Heads turn” for school girls?
Your vile AD panders to PEDOPHILES that it’s OK lusting after girls @hmaustralia @hm
Your board aren’t on X so alert them that we’re having NONE of it #BoyCottHM
A shameful exploitation of girls #LeaveTheKidsAlone
(image via @MelTankardReist) pic.twitter.com/AKDdkeHVh8— Dr Pam Spurr Psychologist and Artist (@DrPamSpurr) January 18, 2024
The ad was only live in Australia, according to reports. In a statement, H&M said it had removed the ad while expressing “deep” remorse.
“We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward,” the retailer said.
This ad has now been removed. We are deeply sorry for the offense this has caused and will look into how we present campaigns going forward.
— H&M Customer Service (@hm_custserv) January 19, 2024
Here’s a quick sampling of other responses to the story, as seen on X:
It’s deeper than just turning heads. The whole image is sexualised from the ethnicity of the girls, their pose and are their legs oiled?
— sasca sasca (@sascara) January 18, 2024
We are a culture lost to corporatism and pornification.
This is sick.
— Billy Bragg (@Serena_Partrick) January 18, 2024
@hm @hmaustralia The term “turning heads” is clearly referencing adult women turning the heads of men. Stop objectifying and sexualising little girls, these models look no more than SIX YEARS OLD. Take it down.
— Kris M. (@kris_emm_) January 18, 2024
This is really disturbing.
I remember being cat called whilst waiting for the bus in my school uniform. It made me feel unsafe.
Girls go to school to get an education, not to be jeered at by onlookers. #hmkids @hmaustralia @hm
— Coralie Alison (@CoralieAlison) January 18, 2024
@hmaustralia sickening to sexualise children. Having been stalked in school uniform and developed fear of any public space for months afterwards I know how real dangers are. Where are your priorities?
— Riley Paige (@rileypaige207) January 18, 2024
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