Shocking Racist Add Has Critics Calling For Major Clothing Brand Boycott

Lauren Freeman

Journalist

Advertising can be a hit or miss thing - even when you're not being called racist! H&M is now coming under fire for a new clothing add that people are labelling just that. The Swedish fashion chain has a new green hoodie - sold on their online stores - that displays the phrase "Coolest Monkey in the Jungle."

A little strange that the monkey is green, but whatever - the fact that matter was that they chose a black kid to model with the top.

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Customers took Twitter by storm, calling the store "casually racist" and pointing out that the "monkey" has been used – let's not kid ourselves, is still still used – as a racist slur. Even people who aren't blaming the company for racism think that H&M should have reconsidered their casting. Meanwhile, Models of Diversity campaign group claims that the chain should be ashamed for what they have done.

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"I was totally shocked, dismayed to say the very least to find this online image. @hm do you think this imagery is an appropriate representation of a young black boy?" tweeted Labour MP Kate Osamor in the UK. As for the H&M brand, they have stated this: "This image has now been removed from all H&M channels and we apologise to anyone this may have offended."

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