H&M apologises for Controversial “Coolest Monkey In The Jungle” Hoodie

H&M has apologised for using a black child to model a hoodie with the slogan “coolest monkey in the jungle”.

The high street fashion chain has removed the photo from its online store and replaced it with a photo of just the hoodie after it was heavily criticised on social media.

A number of people slammed the photo calling it shameful and disgusting. Outraged shoppers took to Twitter to complain, along with many celebrities including The Weeknd who decided to cut ties with the brand.

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore... pic.twitter.com/P3023iYzAb

— The Weeknd (@theweeknd) January 8, 2018

The popstar began collaborating with H&M in 2017, modeling in their campaigns and developing collaborative pieces with the label under his XO brand.

According to EveningStandard, an H&M spokeswoman said:

This image has now been removed from all H&M channels and we apologise to anyone this may have offended.

It comes just months after the retailer removed a hoodie bearing the words “Dogfight in Random Alley” from its stores after animal rights organisation PETA complained that it sent a “dangerous” message.