H&M has apologised after a black child model was shown wearing a hoodie saying "coolest monkey in the jungle".
The retailer has been hit with criticism, claiming that they are racist and that the ad was inappropriate and disgusting.
The clothing brand says the image has been removed from its website, and it's sorry for any offense caused.
The sentiment is cute (cutest monkey in the jungle, but given the racial history of blacks being referred to as monkeys), it's clear that @hm didn't fully think this one through.— YediydeYah Allen (@yoallen78) January 8, 2018
I'd like to give H&M the benefit of a doubt & say this wasn't done intentionally.#DoBetter
I feel like this was unintentional as many people refer to their children as monkeys. But the oversight is stupid.— ruganzu howard (@kuroikaijin) January 8, 2018
H&M has apologised for the model below wearing a "coolest monkey in the jungle" jumper.— Seán O'Regan (@SeanOR95) January 8, 2018
Do people not stop the person who thought of it and say, "this might not be a good idea?" pic.twitter.com/Ag9MHMgs6t