In an op-ed article in the newspaper Dagens Nyheter, the society takes issue with the extremely tanned model in signs advertising bikinis for the summer. The society writes that the ads strengthen the message that it is beautiful to be tanned, and encouraging sunbathing.
In response, H&M tells the TT news agency:
“We regret that we have upset anyone with our latest bathing suit campaign. It is not our intention to show a specific ideal, but rather the aim was to show our latest summer collection. We are taking on board these opinions, and will continue to discuss them internally before future campaigns.”