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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

(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."

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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. (Read more H&M stories.)

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