H&M Retreats: Ad pulled amid criticism for sexualization of school girls

Global fashion giant H&M has swiftly withdrawn an advertisement following mounting complaints that the campaign in question fostered the inappropriate sexualization of underage girls.

Launched in Australia, the ad prominently showcased two girls in gray H&M pinafore dresses, accompanied by the slogan, "Make those heads turn in H&M's Back to School fashion."

Responding to the public outcry, an H&M spokesperson stated on Monday, "We have removed this ad. We are deeply sorry for the offense this has caused, and we are looking into how we present campaigns going forward.”

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The controversial ad, seemingly endorsing the idea of making heads turn in a school context, triggered significant backlash, prompting H&M to take immediate corrective action.

The withdrawal of the advertisement comes amid a notable dip in H&M's shares, which hit a two-month low, experiencing a 1.4 per cent decline by 1540 GMT, underperforming compared to its industry peers.

H&M's retraction adds to a growing list of instances where fashion brands have faced backlash due to misjudged advertising campaigns.

In December, Zara faced severe criticism and calls for a boycott after unveiling a campaign featuring statues wrapped in white.

The imagery prompted protests, with many drawing parallels between the visuals and the war in Gaza.

Zara ultimately pulled the campaign in response to the public outcry.

(With inputs from Reuters)