I have no problem with H&M keeping their kids faces private but because the way they have chosen to do this by constantly featuring them but mostly from the back of the head, or face obscured, it’s led to an unfortunate and weird impression for me.
And now I’ve seen it I can’t unsee it.
If you scroll down the IG feed Lili runs all the way through it always looking in another direction - it feels a bit like a creepy Doctor Who episode or that movie with Nicole Kidman. It’s that unnerving feeling that you get in jump scares when the character finally turns around.
I think a much better option would have been to not use the kids so much in the brand advertising if they weren’t going to have the faces being seen naturally occasionally.