“It is obvious that our routines have not been followed properly. This is without any doubt. We will thoroughly investigate why this happened to prevent this type of mistake from happening again.“
The photograph was being using in the children’s section of the UK site and some people weren’t happy.
Dexter Neptune wrote: #BlackTwitter h&m is cancelled won’t see anymore money from me.
Another user compared the image to one of a white child modelling a hoodie with the words “jungle survival expert.”
Others questioned how no-one spotted that the image with inscription – Coolest monkey in the jungle may be offensive.
Someone else wrote:
“No doubt the H&M monkey hoodie photoshoot was organised with completely innocent intentions but in today’s outrage society you have to triple check everything you do.”
Some other people have also come to the brand’s rescue, defended the clothing brand saying it was an innocent mistake and that the brand isn’t racist.