Swedish fashion firms accused of promoting anorexic ideals on social media

Swedish fashion companies, including major brands like H&M alongside smaller firms Ani Jewels and Arakii, are publishing advertising imagery that researchers say promotes anorexic ideals. An analysis conducted for Dagens Nyheter identified that nearly a quarter of the reviewed material from these companies contained elements associated with the "pro-ana" aesthetic.

Researcher Rachel Hogg, who analyzed approximately 600 Instagram posts from six Swedish fashion companies, noted that the "most dominant form of pro-anorexia is through the depiction of thinness." This often involves highlighting prominent ribs, collarbones, and hip bones. Hogg, an Australian-based psychology researcher, stated that the "thinness ideal" often reappears during periods of economic hardship and political unrest.

“

The most dominant form of pro-anorexia is through the depiction of thinness. It often involves prominent ribs, collarbones, and hip bones.

Hogg's study focused on Instagram posts from October 31, 2025, and the 100 preceding posts for each company. The selection included established brands like H&M, Lindex, and Kappahl, as well as influencer-driven companies such as Ani Jewels, Djerf Avenue, and Arakii, which have a significant social media reach. The criteria for identifying "pro-ana" content included depictions of extremely thin bodies where bones were clearly visible.

The analysis indicated that around one in every four posts from Arakii and Ani Jewels exhibited "pro-ana" elements. Hogg's previous research has also shown that even brief exposure to "pro-ana" content on platforms like TikTok can negatively impact young women's body image and self-esteem.

“

We often see a return of the thinness ideal during economic hardship and political unrest.