H&M Apologizes For Too-tan Bikini Model

Published: May 12, 2012

H&M Apologizes For Too-tan Bikini Model, After coming under fire, the chain says it didn’t mean to encourage “dangerous” behavior.Just days after “tanorexia” became a household word (thanks to New Jersey Tanning Mom Patricia Krentcil), fashion retailer H&M has come under fire for featuring a deeply tanned model in their latest swimwear campaign, sparking outrage from the Swedish Cancer Society for promoting tanning as a fashion accessory.

“The clothing giant is creating, not least among young people, a beauty ideal that is deadly,” the group wrote in an opinion piece in the Swedish Newspaper Dagens Nyheter on Thursday, AFP reported. “Every year, more people die in Sweden of [skin cancer] than in traffic accidents, and the main cause is too much sunning.”

H&M released an apology almost immediately.

“We are sorry if we have upset anyone with our latest swimwear campaign. It was not our intention to show off a specific ideal or to encourage dangerous behavior, but was instead to show off our latest summer collection,” the Swedish clothing company said in an email. “We have taken note of the views and will continue to discuss this internally ahead of future campaigns.”

The pictures in H&M’s “Beach Sensation” collection feature Brazilian model Isabeli Fontana wearing brightly colored bathing suits and a dark tan while posing on a beach. The tiny two-pieces show off more skin than swim suit, and she appears darker in some of the photos than in others.

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