Clothing retailer, H&M, has apologised for using a black child to model a hoodie with a slogan deemed to be racist.
“Coolest monkey in the jungle” was the slogan inscribed on the green sweatshirt.
The company faced heavy criticism on social media after the controversial hoodie appeared on its website.
Two other designs of different colours were released at the same time.
They featured white children and had captions like ‘mangrove jungle’ and ‘official survival expert’.
Reacting, Anna Eriksson, a spokeswoman for the retailer, said: “This image has now been removed from all H&M channels and we apologise to anyone this may have offended.”
The apology came after several shoppers and commentators had slammed the company over the slogan.
. @hm, have you lost your damned minds?!?!?! pic.twitter.com/EYuCXLZtv3
— Charles M. Blow (@CharlesMBlow) January 8, 2018
H&M PROVES TO THE WORLD THAT THEY ARE RACIST…DONT SCREAM BLACK LIVES MATTER …LETS SHOW THEM HOW BLACK DOLLARS MATTER #BoycottHandM #BoycottHM #HM #BlackDollarsMatter #BlackLivesMatter pic.twitter.com/Sxqbt4C99TAdvertisement
— Black GA Lobbyist (@SirMaejor) January 8, 2018
This Coolest Monkey in the Jungle situation with H&M is indeed in bad taste on their part… in the interest of fairness, if you find a problem with it, you better not be wearing high end European brands (Gucci, fendi, YSL, Margiela) or even Timbs.. all racist brands
— Danny Tremblay (@A1_DMillz) January 8, 2018Advertisement
I am truly amazed at the responses to the H&M ad. I having this faith that it will get better but I’m constantly proved wrong. We live in an age where people find it more offensive to call out racist than for someone to be racist. Wild.
— Richie Brave 🇬🇾🇲🇲🇮🇳 (@RichieBrave) January 8, 2018
H&M’s apology was tired & delayed, it’s pretty much “sorry if we offended you” girl boo, I don’t believe it was intentionally racist , but it goes to show ignorance towards racial connotations & lack of diversity in high positions in companies is still obliviously relevant in ‘18
— Francisco 🕊. (@HelloFrancisco_) January 8, 2018
Like H&M, brands such as Dove, Nivea and Kellog’s have been criticised of late over racially insensitive advert campaigns.
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