H&M is a Swedish clothing firm with outlets in many countries
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.
It seems like a stretch to say that a clothing campaign could single-handedly lead to an uptick in skin-cancer, especially given the media focus on the dangers of tanning beds.
Isn't it "racist" to mention skin color?