The popular Swedish clothing retailer’s new ad features beautiful Brazilian model Isabeli Fontana in several bright colored swimsuits which highlight her deep dark Brazilian skin.

The Swedish Cancer Society blasted H&M claiming the ads create a “deadly standard of beauty” that unduly influences young people to tan:

Every year, more people die in Sweden of (skin cancer) than in traffic accidents, and the main cause is too much sunning.

Regardless of how the H&M model got her tan, through sunning or a computer programme, the effect is the same: H&M tells us we should be very tan on the beach.

It is sad to write this, but H&M will through its latest advertising campaign not only sell more bathing suits but also contribute to more people dying from skin cancer.

Hold up… wait! So now being “too dark” is a problem? I guess that’s why they lighten African-american skin in advertising campaigns. You know… so as NOT to influence tanning. Right? I’m so confused right now.

I’m even more confused that H&M issued an APOLOGY!

Their apology + more photos below… Continue Reading…