One of the posters from the advertising campaign. Posted on Twitter by Marc Préel.
 
 
The ultra-tanned skin of Isabeli Fontana, the face of Swedish clothing brand H&M’s most recent publicity campaign, has angered skin cancer specialists. According to the Swedish Cancer Society, Cancerfonden, these photos promote “an ideal of beauty that is very bad for the body” and encourage “tanorexia”, an addiction to tanning.
 
H&M initially justified the young model’s dark tan, explaining that she was Brazilian and therefore “had a darker complexion than most European women.” But the outcry the images have caused forced the company to issue an apology last Friday: “We did not mean to promote one particular ideal of beauty, nor encourage dangerous behaviour. All we wanted to do was present our summer collection.”