Globally popular fashion brand, H&M is facing severe criticism and public outrage following its disgusting children’s clothing campaign.
The advertisement, featuring two girls in school uniforms with the caption “Make those heads turn in H&M’s back to school fashion,” has been labeled as “vile” and inappropriate by netizens.
Social media platforms became a battleground for displeased individuals and parents who raised questions about the appropriateness of the campaign.
Author Melinda Tankard Resit expressed her concerns, stating that young schoolgirls generally do not wish to attract attention. Resit highlighted the discomfort parents may feel at the idea of their daughters drawing attention to their appearance while going to school or participating in other activities.
@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
Resit went on to suggest that H&M engage with its marketing team to develop campaigns that avoid drawing attention to pre-pubescent girls who are already navigating societal pressures related to appearance.
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
Critics denounced the campaign as “absolutely vile” and urged H&M to allow children the freedom to enjoy their childhood without imposing adult-like expectations on them. Some individuals shared personal anecdotes, emphasizing that many girls have experienced uncomfortable situations involving unwanted attention.
These kids look what, 7 or 8? Why does H&M think they want to 'turn heads' in their school uniform, of all things? Absolutely vile. Let kids be kids. https://t.co/FxA428epyV
— Deb (@yarnydeb1) January 18, 2024
A parent on Twitter revealed concerns about her 10-year-old daughter’s exposure to inappropriate content and urged H&M to take down the “appalling” ad. Another parent expressed frustration at the perceived trend of inappropriate advertising targeting children, stating that she might have to resort to making her own clothes.
I feel like every girl has a story about this scenario
I *hated* being ogled by gross old men & demanded "god" arrest them immediately -how DARE they look at me like that, w/their disgusting thoughts that crawled under my skin
I had to walk to school knowing no-1 would arrest him https://t.co/jwSLspYH10— Women's News Network (@WomensNN) January 18, 2024
While H&M has not released an official statement, the brand’s customer service account on Twitter responded to numerous tweets, announcing the removal of the ad. The company expressed being “deeply sorry for the offence caused” and committed to reviewing how future campaigns are presented.
