H&M Faces Backlash Over Controversial Back-to-School Ad

‍

The advertisement displayed two primary school-aged girls in pinafore dresses with the caption: "Make those heads turn in H&M’s Back to School fashion." The retailer has issued an apology and removed the ad.

A recent H&M advertisement for school uniforms has ignited a storm of criticism on social media.

Users expressed deep concern, with accusations of the brand sexualizing young children through the ad's caption, "Make those heads turn in H&M’s Back to School fashion."

Outraged comments flooded platforms, denouncing the ad as "sickening" and "revolting," demanding its immediate removal and an investigation into the approval process. One user urged brands to prioritise responsible advertising, particularly when involving children.

One wrote: “What the hell is going on? This is sickening, sexualising kids.”

Another user posted on X: “This is revolting H&M, take down the ad & investigate how the ad got approval” with a third writing: “It’s disheartening to hear about the H&M Australia Back to School ad causing outrage among parents.

“The caption used in the ad seems highly inappropriate and insensitive. Brands should prioritise responsible advertising, especially when it involves children.”

“I get why parents are upset about that H&M ad,” another user wrote. “It’s pretty tone-deaf to use the phrase ‘Make those heads turn’ with images of young girls in school uniforms. It feels like they missed the mark on what’s appropriate for a back to school campaign.”

H&M responded to the backlash by issuing an apology and promptly removing the controversial advert.

Their statement read - “We are deeply sorry for the offence this has caused and will look into how we present campaigns going forward.”

Justine Roberts, founder and CEO of Mumsnet, made comment on the incident highlighting the need to end the premature sexualisation of young girls in advertising campaigns. “Mumsnet users have long been concerned about a sexualised culture creeping into the lives of children – which is why we launched our Let Girls Be Girls campaign in 2010.

“It’s disappointing to see that, 14 years later, retailers are still creating inappropriate adverts that prematurely sexualise young girls.

“While we’re pleased that H&M have accepted their mistake and removed the advert, it really should never have been created in the first place.

“Our users would love to be reassured that they’re taking steps to ensure everyone at H&M is crystal clear about the issue so it doesn’t happen again.”