Swimsuit Maker Apologizes for Tan Model Sweden's H&M apologizes after taking flak By John Johnson, Newser Staff Posted May 11, 2012 12:24 PM CDT 21 comments Comments The offending ad. (H&M) (Newser) – The tanning wars continue: Swedish retailer H&M has apologized for using a deeply bronzed model to show off a swimsuit, reports AFP. "We are sorry," said the company. "It was not our intention to show off a specific ideal or to encourage dangerous behavior, but was instead to show off our latest summer collection." The apology came after the Swedish Cancer Society berated the company: "It is sad to write this, but H&M will through its latest advertising campaign not only sell more bathing suits but also contribute to more people dying from skin cancer." The offending ad featured Brazilian model Isabeli Fontana, and it's not clear whether H&M used any digital tricks to make her tan look deeper than it actually is. Fontana is naturally "olive-skinned," notes MSNBC. Photoshop or no, she's still nowhere near New Jersey's Patricia Krentcil.