Gisele Bundchen's gorgeous new H&M ad campaign has apparently been deemed to racy for the Middle Eastern market.
As somebody at La Moda Dubai spotted, the supermodel's upper body has been digitally covered up in the ads running in Dubai.
The site ran the campaign, and then some of their Facebook followers pointed out they looked different to the US versions, musing: "Perhaps some changes were made to better align the campaign with the sensibilities of the GCC market." (GCC is the Gulf Cooperation Council countries which are: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, UAE).
It's not the first time ads have been censored for a non-Western audience - Mariah Carey's one-shouldered dress on her glitter promos had sleeves and a high neck added to it.
See more side by side comparisons of Gisele's Spring Awakenings campaign for H&M for the Western market and the Middle East at fashionista.com.
The 70s-style Spring Awakenings line is in store at H&M now.