Following Backlash, H&M Pulls ‘Make Those Heads Turn’ Back to School Ad in Australia

“We are deeply sorry for the offence this has caused and we are looking into how we present campaigns going forward.”

H&M has removed a school uniform advertisement in Australia and issued an apology following accusations on social media that it sexualized children.

The advertisement featured a photo of two girls wearing gray H&M pinafore dresses with the slogan: “Make those heads turn in H&M’s Back to School fashion.”

“We have removed this ad,” an H&M spokesperson said on Monday. “We are deeply sorry for the offence this has caused and we are looking into how we present campaigns going forward.”


 

Users across social media called that ad “disturbing” and “creepy.” Political commentator, Adam Brooks, tweeted a photo of the advertisement calling it “sick”.

Australian writer Melinda Tankard Reist posted  on X asking “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.”


 
The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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