On Jan. 18, popular clothing brand H&M released its latest campaign in Australia with the theme “Back to School.” Since then, the retail brand has received backlash from those who deem the campaign inappropriate.
The ad showed a photo of two elementary schoolgirls in dresses looking back at the camera with the caption “Make those heads turn in H&M’s Back to School fashion.” People turned to social media calling out the ad for sexualizing minors.
Australian writer Melinda Tankard Reist, who is best known for addressing the sexualization of women, quickly commented on the ad, saying that “The little girls’ parents prefer heads don’t ‘turn’ when others see their daughters walking to school, on a bus or in a class. Why would you want to fuel the idea that little girls should draw attention to their looks, bodies and ‘style?’”
Others have shared their personal experiences during their childhood of being sexualized, including being cat called. American University student, Coralie Alison said, “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 any onlookers.”
A day after the ad was published, H&M issued an apology and took down the photo. The company said “We are deeply sorry for the offense this has caused and will now look into how we present campaigns going forward.”
However, many feel that although the removal of the photo was important, the ad should have never been created in the first place.