Despite the fact that H&M stands for a brand with the integrity and a non typical perspective on what fashion should be about, several billboards presenting their swimwear collection in Hamburg inspired a young German street artist to showcase how deeply wrong and unnatural are the standards which fashion industry promotes. By placing a Photoshop toolbar across the images of a Brazilian supermodel Isabeli Fontana, Daniel Soares pointed to her artificial bronze tan and joined the criticism expressed by the public health and cancer groups in order to stress the social rejection of this phenomenon too.

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The fact that this clothing company showed the initiative and willingness to step outside the strict boundaries the world of fashion and beauty dictates by engaging the plus-size model Jennie Runk to be the face and body of their beach wear collection in the year we left behind, obviously wasn’t enough for them to be forgiven for some previous choices.

Although the “stunt” was realized on May 2012, it’s more than a year and a half later that the message got it’s true dimension and found it’s way to the wider audience.

Images: BuzzFeed