Monday, December 12, 2022
La Maison Simons, a Canadian fashion company, released a promotional video in October that has received public criticism. The three-minute film titled “All Is Beauty” was a tribute to 37-year-old British Columbian woman, Jennyfer Hatch, who chose voluntary euthanasia due to suffering from Ehlers-Danlos syndrome. The video was released the day after Hatch’s passing.
In the video, Hatch discusses how she still finds beauty throughout the pain in the final moments of her life. Simons released a complimentary video with CEO and President, Peter Simons, discussing the meaning behind the advertisement. He said it was aimed to “help people to reconnect to each other and to this hope and optimism," which he says "is going to be needed if we're going to build the sort of communities and spaces where we want to live and that are enjoyable to live in."
Canada first permitted medical assistance in dying (MAID) six years ago for those suffering terminal illness, but in March of last year the law was amended to open up the option for patients who “natural death is not reasonably foreseeable.” This opened the opportunity for those suffering from mental illness to seek the treatment. In 2021, over 10,000 people ended their lives through MAID, and in March 2023, the law will expand further to permit euthanasia for “mature minors.”
For more information see Ross Douthat “What Euthanasia Has Done to Canada”, The New York Times Opinion, December 3, 2022, and Timothy H.J. Nerozzi “Canadian fashion company promotes assisted suicide’s ‘beauty’ in ad”, December 1, 2022..
Special thanks to Lewis Saret (Attorney, Washington, D.C.) for bringing this article to my attention.