High street fashion chain H&M has apologised for using a black child to model a “monkey” hoodie.
The image, which appeared on the UK website of the Sweden-based multinational, shows a black child in a green hoodie emblazoned with the slogan “coolest monkey in the jungle”.
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As the image continued to circulate on Monday, the backlash against the clothing giant gathered pace:
Others noted that another hoodie in the range, with the slogan “Survival Expert”, was modelled by a white child:
Although a few tweeters defended H&M, saying the photo was the product of cultural misunderstanding:
Even if the offence was unintentional, many argued, the well-known historical and cultural connotations of monkey imagery should have raised a red flag long before the listing made it onto the website:
Some ascribed the error to a lack of diversity and a reminder of the importance of representation:
The photo featuring the child model has now been removed from the website listing.
“We apologise to anyone this may have offended,” said a spokesperson for the chain, in what African-American website The Root termed a “pithy, lukewarm apology”.