• Sweden edition
 
H&M defends bikini ad amid skin cancer worries

H&M defends bikini ad amid skin cancer worries

Published: 09 May 2012 16:43 GMT+02:00
Updated: 09 May 2012 16:43 GMT+02:00

The adverts – which portray brightly coloured swimwear on a heavily tanned model – have caused consternation in the world media in the countries featuring the adverts.

A cancer awareness organization in Switzerland, which also shows the ad, has slammed the retailer, claiming that their adverts have undermined their own advertising.

H&M have defended the campaign by saying that they had chosen a model with darker skin in order to best show the strong colours on sale this season.

“The model in the swimwear campaign is called Isabeli Fontana and she is Brazilian, which means that she has a darker skin tone than most Europeans,” H&M representatives told The Local.

However, other pictures featuring the model show that her skin tone is nowhere near as deep as the colour portrayed in the latest H&M campaign.

But, representatives have claimed that the model is inspiring, and that skin tone has nothing to do with their focus.

“Of course we think this is an important subject, however the aim with our campaign is to show our swimwear collection, which we think that Isabeli Fontana is doing in a good and inspiring way,” the organization said.

Every year, some 2,800 people in Sweden are diagnosed with malignant melanomas, now one of the most common forms of cancer in Sweden.

Besides Australia, Sweden is the country with the largest percentage of its population struck by the cancer.

The Local/og

twitter.com/thelocalsweden

The Local (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

19:17 May 9, 2012 by CDRoth
Really, how ignorant does your government think the Swedish people are? At this point are there any people in a developed country who have not heard about the link skin cancer has to sunlight (UV) exposure? If, having heard the reports, a person still enthusiastically revels in the tanning process that would appear to be it. This overbearing, interfering federal paternalism is a continuing insult to people who have made legitimate personal decisions and would prefer that government spends it's time harassing felons and other malefactors.
07:44 May 10, 2012 by Marc the Texan
I'm sure we can find the latent racism in this story and make it the headline. The Local must be losing their touch.
15:35 May 10, 2012 by Spuds MacKenzie
This ad is bad: tanning should never be glorified. Skin cancer IS a serious problem. Shame on H&M!
15:51 May 10, 2012 by BraBel
That must be artificial tan, she's as white as any Swedish girl... what a lame excuse "She is Brazilian so she's darker".... in this ad she looks like she's just about to get serious sunburns....
22:57 May 10, 2012 by Da Goat
Naturally brown women are gorgeous but over tanned women are plain ghastly

Natural tan is much better, there is no reason at all to go out and lie in the sun, go out and do something productive while you are there if you really must!
05:28 May 11, 2012 by Lunneia
Just use and African for the ad next time!

It beats my mind why some people discriminate based of skin colour, yet sit in the sun the whole day in order to look like those they feel superior to...funny world. Low IQ is a BYIATCH if Karma isnt!
17:05 May 11, 2012 by Vermaldeehide
Interesting, these are completely different comments than yesterday and there are only 6 of them, what about the comments that were made yesterday?

What gives?
Today's headlines
Suspected Ebola case ruled out in Sweden
Photo: Fredrik Sandberg/TT

Suspected Ebola case ruled out in Sweden

UPDATED: Officials at a Stockholm hospital reported that they had found a suspected case of the Ebola virus on Sunday night. But the case was dismissed on Monday. READ  

Murderer on the loose after breakout

Murderer on the loose after breakout

A 34-year-old man who killed a child is on the run after he broke out of a psychiatric ward in central Sweden. READ  

Skåne floods
Huge clear up underway after Skåne floods
A Malmö bus under water. Photo: Stig Åke Jönsson/TT

Huge clear up underway after Skåne floods

Flood waters subsided in the southern Sweden region of Skåne on Monday, after flash flooding saw chaos on roads and trains at the weekend. READ  

Elections 2014
Sweden's Alliance reveals full manifesto
Photo: Henrik Montgomery/TT

Sweden's Alliance reveals full manifesto

UPDATED: Leaders of the Moderate Party, the Centre Party, the Liberal Party and the Christian Democrats have announced their complete list of election promises in Stockholm's Nacka. READ  

Man shot dead in hunting accident
Photo: Hunter Desportes/Flickr

Man shot dead in hunting accident

Police in northern Sweden say a man was killed on Monday morning after what they described as a "hunting accident". READ  

Zlatan scores hat trick in PSG thrashing
Photo: AP

Zlatan scores hat trick in PSG thrashing

Champions Paris Saint-Germain thumped Saint-Etienne 5-0 as Bordeaux saw their 100 percent record at the start of the Ligue 1 season ended on Sunday with a 1-1 draw against Bastia. READ  

Flash floods cause chaos in southern Sweden
A car in Malmö on Sunday. Photo: Stig-Åke Jönsson/TT

Flash floods cause chaos in southern Sweden

The Skåne region of southern Sweden was hit suddenly by extreme rains on Sunday morning, with houses flooded, buses evacuated, and people having to swim to safety from their cars. READ  

Fit-again Ibrahimovic set for PSG return
Photo: TT

Fit-again Ibrahimovic set for PSG return

Zlatan Ibrahimovic is set to make his comeback for Paris Saint-Germain against Saint-Etienne in Ligue 1 on Sunday after two weeks on the sidelines with an abdominal muscle injury. READ  

Military raises readiness level over Ukraine
Swedish soldiers in Afghanistan. File photo: Magnus Lindstedt/Armed Forces

Military raises readiness level over Ukraine

The Swedish military said Saturday it had increased intelligence gathering and called in extra staff to its headquarters over the crisis in Ukraine, as the prime minister compared Russia's current behaviour with the Cold War. READ  

Police injured in anti-Nazi protest in Stockholm
Police and demonstrators on Saturday. Photo: Fredrik Persson/TT

Police injured in anti-Nazi protest in Stockholm

Swedish police said three officers were injured Saturday as they faced a crowd of thousands protesting against a neo-Nazi rally in central Stockholm. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Tech
Sweden's highest peak to lose title next year
Politics
How immigration became a key election issue
Society
Brit's life in Sweden becomes BBC radio show
Gallery
People-watching August 27
Gallery
Top ten false friends in Swedish
Blog updates

25 August

Hit och dit, här och där (The Swedish Teacher) »

" Hej igen! A common challenge for Swedish language students are the location adverbs hit/här, dit/där, hem/hemma etc. Some of the location adverbs come in two versions. We should use one type of location adverb when we use a verb describes where we are, and we should use the other type of location adverb when we the verb..." READ »

 

25 August

The Dollar Store (Blogweiser) »

"A dollar store in Sweden. Blog post: http://t.co/tNuuvcP1q0 #USD #greenbacks #sweden #sverige pic.twitter.com/RHFAYf7U1k — Joel Sherwood (@joeldsherwood) August 23, 2014 There’s a chain here in Sweden called The DollarStore. This name always stood out to me in a country where they don’t use dollars. I went there for the first time this weekend. They actually accepted greenbacks..." READ »

 
 
 
National
Roma advocate scoops Wallenberg prize
Society
Meet the man who made a Swedish store recall its high heels for kids
Business & Money
'How I came to run my own business in Sweden'
Politics
Expert explains why Sweden's election oozes uncertainty
National
City plays Schindler's List theme at Nazi rally
Society
For Stockholm Fashion Week, here's the A-Z of Swedish fashion
National
'Amnesiac' man avoids deportation for ten years
Gallery
Princess Estelle through the years
Business & Money
Swedish city all set for six-hour workday trial
Business & Money
Five golden rules for the Swedish job hunt
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Gallery
People-watching August 22-24
National
Armed royal guards caught (very) drunk on the job
National
Sweden orders textbook on Roma discrimination
Gallery
Violent anti-Nazi demonstrations in Malmö
Society
A closer look at Sweden's five official minority languages
Gallery
See the destruction from the southern Sweden floods
Politics
'Sweden Democrats hold the key to elections'
Society
Swedes celebrate first day of smelly fish season
Sponsored Article
Find out what gives this Swedish school executive appeal
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

746
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se