An ad on Swedish fashion brand H&M’s website has stoked anger for displaying a black boy modelling a hoodie with the inscription “Coolest Monkey in the Jungle” for its UK stores.
This was described as racist and inappropriate especially when other white models are wearing a similar sweatshirt with inscriptions including “Mangrove Jungle Survival Expert”.
The brand received a lot of backlash on Monday forcing them to remove the ad of the black boy who had posed with his hands in his pockets.
Social media was buzzing with lots of comments on Twitter questioning the reason behind their decision to clothe the black boy in that hoodie.
“From the stylist to the photographer to whoever authorised this to go live on your site, must be on the highest form of drugs,” said a Twitter user, while another said: “So the black kid gets to wear the H&M sweater with “Coolest monkey in the jungle” and the white kid with “Survival expert”. This is beyond disgusting. It’s a projection of your neocolonial thinking. You won’t see me anywhere near your shops these days @hm.”
From the stylist to the photographer to whoever authorised this to go live on your site, must be on the highest form of drugs ? pic.twitter.com/mlG02XFVJV
— Mega SoSolid #S9 (@OFFICIALSOSOLID) January 8, 2018
So the black kid gets to wear the H&M sweater with “Coolest monkey in the jungle” and the white kid with “Survival expert”. This is beyond disgusting. It’s a projection of your neocolonial thinking. You won’t see me anywhere near your shops these days @hm. pic.twitter.com/Gl7OtdVw4p
— Volkan ? (@vulkaanrots) January 8, 2018
Creative director Alex Medina tweeted: “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.”
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
Others called for the sack of those behind the promo photos while some are calling for a boycott of the brand. For The King Centre, “Every company should invest in training that encompasses cultural competency and sensitivity. It is absolutely necessary. @hm”
Every company should invest in training that encompasses cultural competency and sensitivity. It is absolutely necessary. @hm pic.twitter.com/efMR0oL3jx
— The King Center (@TheKingCenter) January 8, 2018
H&M has not yet made any official comments about the issue.
Below are some more comments on Twitter over the “racist” promo.
Advertising is intentional with aim at a targeted audience. @hm knew exactly what stmnt this ad makes. Stop giving companies a pass based on bad judgement & more importantly stop shopping there. #BoycottingH&M
— Akili K (@akilikt) January 8, 2018
There isn’t a day, week, month, year that passes where black people & people of color aren’t being attacked in the press, ads, or physically.
— IG:NameIsAnonymous89 (@NameSherman) January 8, 2018
This is not a blame the parents post bc this is clearly H&M’s fault, BUT HOW WERE HIS PARENTS OK WITH THIS?!?
— Xylem44 (@xylem44) January 8, 2018
what the heck? probably a bunch of young hipsters (no color at all ) sitting in a room thinking of this stupid stuff.
— Teri McClain (@terileemcclain) January 8, 2018
Im thinking it was a PR tactic’s motive to draw attention and at the cost of being racially and morally insensitive, we should STOP spending our money where we’re not respected #cjsaidit ✊?
— Celebrity Publicist (@IamCjCarter) January 8, 2018
Thanks @hm for ensuring I will never shop with you again!
— Kay? (@IgorLollipop) January 8, 2018
How is it that no one spoke up and said this was wrong? No one from the planning to the execution saw this and said “NO”?
— Cora King (@CoraKing17) January 8, 2018
I’m not spending another damn dollar @hm and I love their shit. #smh
— Fanny M. E. (@bustnlooseleaf) January 8, 2018
No words! I’m 67, this is 2018. No no!
— Sweetiepie (@Ellen102646) January 8, 2018
