H&M have already caused their usual ruckus with their new poster campaign for summer bathing fashions - featuring model Heidi Klum.
Åke Finne, advertising professor in Sweden states "These ads are insulting to women, depicting them as hookers'.
read more to see Heidi topless.
"The image is unappetizing. Heidi 'dares' to bare all, yet hides behind a pole, a pole that leads the thought to a strippers dancing pole. Her underwear is so far down on her hips you don't know if she's about to take them off or on."
Catarina Midby, international press contact at H&M does not agree. "I believe that our customers can identify with the model. We've chosen her because she suits our bathingsuits in the best possible way and stands for a heatly lifestyle" she said to BT newspaper.
The ads have not been reported to ERK (Ethical advertising in sweden) or similar advertising watchdogs as of yet.
What do you guys think?