H&M is under fire for a modeling shot featured on its U.K. retail site. Over the weekend, a screenshot of a young black model wearing the fast-fashion brand's "Coolest Monkey in the Jungle" printed hooded top went viral. Many criticized the image as tone-deaf and racist, wondering how in the hell such an image could have possibly made its way onto the official H&M site.
"Dear H&M, here's why your ad has caused outrage," Twitter user @DivinelyTy wrote Sunday. "There is painful history of dehumanizing black people by comparing us to monkeys and apes. Your ad features a black child in a sweatshirt that says 'coolest monkey in the jungle' 1+1=2. You should have known better." Many others echoed this disgust:
Coolest. Monkey. In. The. Jungle. 🤦🏾♂️— George M Johnson (@IamGMJohnson) January 8, 2018
Anti black advertising never seems to learn. Did you not run this by anyone Black? Or with common sense? @hm needs to do better. Until then, myself and others will drag you. pic.twitter.com/QA3mFl4OIo
This is disgusting & degrading putting this little boy in a hoodie that says coolest monkey in the jungle! Knowing the history of people associating black people with monkeys! Who approved this? @hm @hm @hm pic.twitter.com/W4boZFx4Fs— gaby💋 (@loveegaby_) January 7, 2018