Canadian fashion company La Maison Simons promoted the “beauty” of voluntary euthanasia in a promotional video last month that is sparking outrage on social media.
The video titled “Everything is Beauty” chronicles the decision of Jennyfer Hatch, a 37-year-old Canadian woman, to voluntarily sacrifice herself because she suffers from Ehlers-Danlos syndrome.
In the video, Hatch begins by stating that “dying in a hospital bed” “doesn’t come naturally.”
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“The last breaths are sacred. Though as I seek help to end my life, with all the pain and in these final moments, there is still so much beauty,” Hatch says in Simons’ video.
The video, posted a day after Hatch was euthanized, at one point shows the text “the most beautiful exit.”
Simons released a free video interviewing Chairman and CEO Peter Simons about the significance of the announcement.
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Simons says the ad was meant to “help people reconnect with each other and with this hope and optimism,” which he says “is going to be necessary if we’re going to build the kind of communities and spaces where we want to live.” and that they are pleasant to live”.
While Canada allowed euthanasia six years ago, the practice has been limited to those with a terminal illness over the age of 18. However, in March of last year, the law was changed to allow euthanasia for patients whose natural death is not “reasonable.” foreseeable”, paving the way for the mentally ill to receive medical assistance in dying (MAID) in March 2023.
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Shoppers await the opening of the Simons 16 location at CF Fairview Pointe Claire in Pointe-Claire, Quebec, Canada, on Thursday, May 5, 2022. CEO Bernard Leblanc spoke about his first month at the helm of the company , its priorities for the next 12-18 months, and why Simons continues to believe in its store network when other businesses rely primarily on the web.
(Christinne Muschi/Bloomberg via Getty Images)
The legalization of active euthanasia has proven controversial around the world, with only seven countries allowing the practice as of 2022. Belgium and The Netherlands, which have some of the most permissive euthanasia policies in the world, were the first to legalize MAID in 2002.
They were joined by Luxembourg in 2009, Colombia in 2014, Canada in 2016, and Spain and New Zealand last year.
Fox News’ Michael Lee contributed to this report.
