Swedish clothing brand H&M, which operates stores in dozens of countries across the world, came under fire Monday morning after releasing a new ad campaign over the weekend.
In a new advert for their children’s line, people were stunned when they saw a black child wearing an incredibly insensitive hoodie.
@hm this is disgusting & irresponsible. You know the history of racist using the term “monkey” to demean people of African descent… and you put this on your website! ???? “Coolest Monkey In the Jungle” #SMH pic.twitter.com/IY877D2d8R
— Karamo Brown (@KaramoBrown) January 8, 2018
The little boy is donning an H&M child’s hoodie, with the words “Coolest Monkey In The Jungle” emblazoned across the front.
The word “monkey” is a racist slur used against blacks for decades and others were not pleased by H&M’s oversight in the styling of their ad.
In the year 2018 there’s no way brands/art directors can be this negligent and lack awareness. If look at other sweaters in same category they have white kids. We have to do better. pic.twitter.com/Av4bS4t6yn
— alex medina (@mrmedina) January 8, 2018
Social media users began calling out the clothier including several people of color.
Christina Watkins, a news anchor at WDSU in New Orleans tweeted the question everyone wanted to know the answer to:
— Christina Watkins (@CWatkinsTV) January 8, 2018
Fortunately, H&M removed the offensive advert, but delayed releasing an apology, which fueled the fire even more.
When they finally did issue a statement, it fanned the flames even more.