• 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
Snake hunt after man claims playground bite
The Swedish adder. Photo: Piet Spaans

Snake hunt after man claims playground bite

A man claimed to have been bitten by a poisonous snake at a paddling pool in Gothenburg on Thursday prompting a hunt which ended without a trace of the offending reptile. READ  

Stockholmers sound off on 'beautiful Swedes'
Swedish girls in Stockholm. Photo: Susanne Walström/Imagebank Sweden

Stockholmers sound off on 'beautiful Swedes'

Following a Nordic survey in which Swedes were voted the "most attractive", The Local hit the streets to see what Stockholmers thought. READ  

Sweden keeps eye on Norway bomb threat
Norwegian police car at Oslo Gardemoen Airport. Photo: TT

Sweden keeps eye on Norway bomb threat

The Swedish Security Service (Säpo) have said that an "imminent terror threat" to neighbouring Norway doesn't yet affect Sweden although developments are being closely followed. READ  

Seven-year-old Swede cycles to Berlin
The Blomdahl family in Berlin. Photo: Private

Seven-year-old Swede cycles to Berlin

Edvin Blomdahl is seven-years-old. He also cycled from Sweden to Berlin, a journey of 370 kilometres, in four days. READ  

Opinion
'Gaza conflict needs help, not empty rhetoric'
Demonstrations at Sergels Torg in Stockholm. Photo: Kent Vilhelmsson

'Gaza conflict needs help, not empty rhetoric'

As the rhetoric rises at demonstrations in Swedish cities, Stockholm-based Israeli writer David Stavrou calls on Swedes to think before they shout and to cast a critical eye over much that is written and said about the conflict in Gaza. READ  

Brit's charity tractor trek heads for Sweden
The vintage tractor ready to travel from UK to north Norway. Photo: Peter Matheson

Brit's charity tractor trek heads for Sweden

A British man is set next month to drive from Scotland, across Sweden, and to the northern tip of Norway on a vintage tractor to raise money for a cancer charity. READ  

Sweden agency hikes heat warning to 'extreme'
This canine friend is not amused. Photo: TT

Sweden agency hikes heat warning to 'extreme'

Swedish weather agency SMHI has raised its weather warning to class 2, giving notice of "extremely high temperatures" in parts of the country. READ  

Songs for a hot Swedish summer
Ted Gärdestad. Photo: TT

Songs for a hot Swedish summer

Contributor Paul Connolly has put together a list of Swedish songs to capture balmy summer days, which in his neck of the northern woods are pushing the mercury above 35c for the first time in a century. READ  

Swedes suffer as buses boil in the summer sun
Photo: TT

Swedes suffer as buses boil in the summer sun

Stockholm's local traffic authority has received almost 300 complaints since June 1st with many regarding stifling heat on the city's buses, which lack air con. READ  

Grounded flights strand Swedes in Tel Aviv
Photo: Matt Rourke/TT

Grounded flights strand Swedes in Tel Aviv

UPDATE: About 270 passengers planning to fly to Stockholm are still stranded in Tel Aviv, and airlines have stated that flights will likely be grounded on Thursday as well. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Society
Swedes voted 'most beautiful' in the Nordics
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
Blog updates

22 July

Det (The Swedish Teacher) »

"Hej! “Det” is a personal pronoun that can be used in many ways, and it might me confusing if you always translate “det” to English “it”. In this article I will do my best to guide you to how to use “det”. Det replacing a word, a phrase or a clause Let us begin with the less confusing..." READ »

 

22 July

PROTECTING GIRLS FROM ABUSE OF THEIR RIGHTS (The Diplomatic Dispatch) »

"Today (22 July) my Prime Minister, David Cameron, and UNICEF, are hosting the world’s first #GirlSummit in London. The Summit’s aim is to mobilise domestic and international efforts to end the appalling practices of Female Genital Mutilation (FGM) and Child Early Forced Marriage (CEFM). This is a high priority for the UK government and the Prime..." READ »

 
 
 
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Photo: Finest.se
Gallery
People-watching July 15-16
Photo: Ola Ericson/Image Bank Sweden
Society
What's On in Sweden
Photo: Lisa Mikulski
National
Hope springs eternal for expat pet shop owner
Gallery
Princess Estelle steals limelight at mum's birthday
National
Swedes risk infants' lives by covering up prams
National
Swede runs for office just using Bitcoin funds
Gallery
People-watching July 11-13
National
Malmö mayor slams Danish beggar ban
National
Swedish anti-abortion midwife sues county
National
Swede's salary chopped for Facebook use
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

713
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
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN
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