Isabeli Fontana is a stunning Brazilian model who appears often quite light on fashion runways. But after she appeared super tan for H&M’s new bikini spread, the Swedish Cancer Society fumed. “The clothing giant is creating, not least among young people, a beauty ideal that is deadly” the organization wrote in a news statement this week.

The campaign is for the new Beach Sensation collection. But H&M was quick to apologize for the spread. The Society further claimed “Regardless of how the H&M model got her tan, through sunning or a computer program, the effect is the same: H&M tells us we should be very tan on the beach… 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.”

The retailer replied “We are sorry if we have upset anyone with our latest swimwear campaign. 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 retailer also told news “We have taken note of the views and will continue to discuss this internally ahead of future campaigns.”