H&M has apologised for an advert showing a black child in a green hoodie bearing the words “Coolest monkey in the jungle”.
The ad sparked a backlash on social media, with some calling it inappropriate, disgusting and negligent.
The image of the model in the green hoodie has been removed from the H&M website; two similar designs modelled by white children remain.
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”.
On Sunday, the photo began to be shared by social media users dismayed by the “an insensitive association between the young model and a hateful slur against black people,” the New York Daily News reports.
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. Some ascribed the error to a lack of diversity and a reminder of the importance of representation.