It is standard practice, for example, for Black models to be groomed by non-Black stylists and makeup artists, which can be problematic. While it is unclear what the exact grooming and styling procedures were leading up to the H&M ad that is now being criticized, it is critical that when employing a diverse set of models there should be a diverse pool of individuals who can groom and style them. When sourcing models of different backgrounds for ad campaigns, being aware of the racial nuances can be extremely beneficial and can help your company to produce ads that are more inclusive. Women with 4c hair, that is coarser and contains tighter curls, aren’t often represented in beauty ads. Hair diversity for example is often overlooked in ad campaigns, with many models of color having similar hair textures.
When striving for diverse representation in ad campaigns, including models that are not only racially diverse but also those who represent a spectrum of different phenotypes is crucial. While there is a considerable amount of backlash from the public regarding the styling of the Black model’s hair in H&M’s recent ad, there were some Twitter users who felt that the model’s hair was a reflection of reality and a true representation of Black hair that is rarely depicted in media. What can be learned from this situation and how can companies foster more diversity and inclusion? Since the incident, the company has made a concerted effort to change their corporate narrative and create a more diverse and inclusive organization. In early 2018, the company found itself facing criticism when an image of a young Black boy wearing a sweatshirt that read “Coolest Monkey in the Jungle” went viral. In an official response to Essence, H&M shared that “the school aged kids who model for us come to the photo studio in the afternoon after school and we aim for a natural look which reflects that.” This isn’t the first time that the retail giant has been embroiled in controversy. Celebrity hairstylist Vernon Francois responded to the ad, indicating that H&M may have intentionally allowed the young model’s hair to be uncombed and Francois’ response garnered a lot of commentary. The ad featured a young Black girl with a hairstyle that some deemed as inappropriate, messy, and unkempt.
Fashion retailer H&M has again found itself in hot water after their ad for a printed hoodie sweatshirt went viral.
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