Washington, D.C. Newsroom, Nov 29, 2022 / 15:30 pm
A new ad campaign from a Canadian fashion retailer features a terminally ill woman who ended her life by assisted suicide.
“Dying in a hospital is not what’s natural. It’s not what’s soft,” 37-year-old Jennyfer Hatch says at the start of the three-minute video. “In these kinds of moments, you need softness.”
Produced by La Maison Simons, a popular fashion chain better known as Simons, the video has received more than one million views since its release on Oct. 24 — the day after Hatch died.
Hatch sought medical assistance in dying (MAID) after being diagnosed with Ehlers-Danlos syndrome, a group of inherited disorders that affect connective tissues, CBC News reported.