In yet another case of retailers missing the advertising mark, H&M is currently facing backlash for what some are calling a “racist” ad for children’s clothing.
Twitter users noticed that the Swedish fast-fashion label’s U.K. site was selling a green hooded top with the phrase “Coolest Monkey in the Jungle” while being modeled by a black child. The historical and demeaning comparison between Black people and monkeys wasn’t lost on consumers, who immediately called out the retail giant for being insensitive at best and casually racist at worst.
As of Monday morning the hoodie is still for sale, but the child model has been removed from the page. H&M has yet to directly address the controversy.
Check out some reactions from Twitter below.
. @hm, have you lost your damned minds?!?!?! pic.twitter.com/EYuCXLZtv3
— Charles M. Blow (@CharlesMBlow) January 8, 2018
Whose idea was it at @hm to have this little sweet black boy wear a jumper that says ‘coolest monkey in the jungle’?
I mean. What. pic.twitter.com/6AJfMdQS4L
— Stephanie Yeboah (@NerdAboutTown) January 7, 2018
Had a hard time finding this, but that’s because I was looking on the US site…it’s on the UK version of @hm’s website. https://t.co/CcEBWVUYaT pic.twitter.com/peQ5hc5wxI
— Yashar Ali 🐘 (@yashar) January 8, 2018
Pretty sure @hm will have some explaining to do pic.twitter.com/fUd0PvMv7H
— Derrick Rose (@WHAS11DRose) January 8, 2018
Uh oh, @hm. Can y’all explain why a black boy was selected to model a hoodie that says, “coolest monkey in the jungle”? 🤨Someone didn’t think this through. https://t.co/q0NwrboCnq
— Christina Watkins (@CWatkinsTV) January 8, 2018