H&M Sweatshirt Apology Follows Ad With Black Child in Monkey Hoodie

H&M has issued an apology after an ad showed a black boy modeling a sweatshirt that reads "coolest monkey in the jungle" and social media users called the choice racist.

The company removed the image and apologized Monday. In the past, the term "monkey" has been used to demean people of African descent.

Two other tops from the same clothing line were modeled by white children and didn’t use the term “monkey.” The image appeared on the British version of H&M’s online store. 

“In the year 2018 there’s no way brands/art directors can be this negligent and lack awareness. ... We have to do better,” designer Alex Medina wrote on Twitter. 

In the year 2018 there’s no way brands/art directors can be this negligent and lack awareness. If look at other sweaters in same category they have white kids. We have to do better. pic.twitter.com/Av4bS4t6yn

— alex medina (@mrmedina) January 8, 2018

An artist redrew the ad image to say “coolest kid in the world” and posted it on Twitter. 

Fixed this H&M ad I saw earlier today pic.twitter.com/ItX0zzfhlw

— Mimicgawd (@Mimicgawd) January 8, 2018

Canadian singer The Weeknd cut ties with the company after seeing the ad.

Users on Twitter still weren't impressed after H&M apologized, even though they thought the blunder probably wasn't intentional.

So they didn’t learn from the recent Dove ad not to be racially insensitive? Personally think the Dove ad was taken out of context but companies need to be aware of optics. H&M should have known better this is inexcusable.

— Dionne (@Aye_Dionne) January 8, 2018

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.

I'd like to give H&M the benefit of a doubt & say this wasn't done intentionally.#DoBetter

— YediydeYah Allen (@yoallen78) January 8, 2018

Dear @hm, about that ad, 👎🏻👎🏼👎🏽👎🏾👎🏿👎. So wrong.

— Micaela van Zwoll🦋 (@MicaelaVanZwoll) January 8, 2018

Probably meant to be cute for kids because everyone calls their kids little monkeys but it's not an appropriate marketing decision by H&M. You have to consider every customer. Pull it.

— sellis67 (@Vegasplayerguy) January 8, 2018

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