High street giant H&M has come under fire over a controversial advert for a children’s top which shoppers have labelled ‘racist’.
The Swedish fashion chain is selling a green hooded top on its UK and US websites emblazoned with the phrase ‘Coolest Monkey in the Jungle’.
However the store has faced a fierce backlash after using a black model to promote the item – prompting many to call for a boycott of the store.
H&M is selling a green hooded top on its website emblazoned with the phrase ‘Coolest Monkey in the Jungle’
The retailer has now faced a fierce backlash, prompting many to call for a boycott of the store
The hoodie sells for £7.99 on the UK website and is still on sale today.
But the item has sparked a heated online debate, with many accusing the brand of ‘casual racism’.
The campaign group Models Of Diversity, which pushes for more diversification across the industry, said H&M should be ‘ashamed’.
The group wrote on Twitter today: ‘H&M UK got the bright idea to feature a black boy model with ‘Coolest Monkey in the Jungle’ hoodie on its website. How on earth can this be? SHAME ON YOU!’
Other Twitter users were also quick to weigh in on the debate.
One wrote: ‘Is this part of a publicity stunt? Do some brands want to be dragged on twitter in order to gain more visibility?’
Another added: ‘Wow. I mean, put it on a child of literally ANY other race. How did NO ONE consider this is inappropriate? Not the photographer, stylist, creative director, editor… I truly wonder if anyone raised a concern that was ignored or they are all just stupid.’
Some shoppers have been left outraged by the item, accusing the brand of ‘casual racism’
Others pointed out H&M may not have been intentionally racist but there was a significant ‘oversight’ on the advertising campaign.
A spokesman for H&M told MailOnline: ‘This image has now been removed from all H&M channels and we apologise to anyone this may have offended.’
In October shoppers in H&M’s Brighton store vented their frustration about children’s Halloween costumes which were not gender-neutral.
And the shop has also faced the wrath of customers for the way it sizes its clothes.
It has previously been suggested that a discrepancy between UK and European sizing at H&M means that shoppers struggle to fit into their usual dress size at the store.