Store Slammed For ‘Too Tan’ Bikini Model

Swedish cheap-and-chic fashion giant H&M on Thursday apologised over a swimwear campaign featuring a deeply tanned model that sparked outrage among cancer groups.

“We are sorry if we have upset anyone with our latest swimwear campaign. It was not our intention to show off a specific ideal or to encourage dangerous behaviour, but was instead to show off our latest summer collection,” the company said in an email sent to AFP.

“We have taken note of the views and will continue to discuss this internally ahead of future campaigns,” it added.