H&M pulls 'offensive' school uniform ad after backlash it sexualised kids

An image of two young girls in school dresses was captioned "make those heads turn in H&M's back to school fashion" in social media posts from the clothing company.

Australian writer and Collective Shout cofounder Melinda Tankard Reist objected to the post saying "little schoolgirls generally don't want to 'turn heads'".

"The large numbers I engage with in schools want to be left alone to learn and have fun and not draw unwanted attention to their appearance," she said.

"What is your intention with this sponsored Facebook ad?" she asked the company in a tagged social media post.

Collective Shout, a not-for-profit campaigning against the sexualisation of women and girls, called for the ad to be removed by H&M and said "the response was overwhelming".

H&M responded to Ms Tankard Reist's post and apologised saying "this ad has now been removed".

"We are deeply sorry for the offense this has caused and will look into how we present campaigns going forward."

H&M has 11 stores in major Australian cities selling clothes for adults and children as well as homewares.

H&M was contacted for comment.