Fashion retailer H&M has landed itself in hot water with their latest campaign, which features a black boy wearing a hoodie with questionable text.
H&M United Kingdom used a black boy to model the green hoodie, which had “Coolest monkey in the jungle” emblazoned across the front. Social media users were not impressed and quickly called the retail group out on it.
Black people have often been referred to as “monkeys” – meant to be derogatory – which is why many users called out the retail group. Many said they failed to understand why the company chose to use that particular hoodie instead of any of the others used in the campaign.
H&M issued an apology via its comment section after a user asked if one would be forthcoming or if the chain would “keep posting as if it didn’t happen”.
“This image has now been removed from all H&M channels and we apologise to anyone this may have offended,” the retailer said.
Local celebrities such as Cassper Nyovest, Somizi and Kwesta took to social media to call out the brand, as well as vowing to boycott the brand.
The Weeknd – who launched his own clothing line with H&M last year – also decided to cut ties with the brand in the wake of the incident.