Monday, Jun 01, 2020 | Last Update : 02:35 AM IST

68th Day Of Lockdown

Maharashtra65168280812197 Tamil Nadu2024611313157 Delhi173877846398 Gujarat1635692321007 Rajasthan83654855184 Madhya Pradesh78914444343 Uttar Pradesh77014651213 West Bengal48131775302 Andhra Pradesh3461228960 Bihar3359120915 Karnataka292299749 Telangana2499141277 Jammu and Kashmir234190828 Punjab2197194942 Odisha17239779 Haryana172194019 Kerala120957510 Assam9361044 Uttarakhand493794 Jharkhand4621914 Chhatisgarh4471021 Chandigarh2891994 Tripura2711720 Himachal Pradesh223634 Goa70420 Manipur6060 Puducherry57230 Nagaland3600 Meghalaya27121 Arunachal Pradesh310 Mizoram110 Sikkim100

Racist hoodie lands H&M in trouble as celebrities cut ties

Published : Jan 12, 2018, 10:44 am IST
Updated : Jan 12, 2018, 10:44 am IST

Several celebrities showed their discontent with the image on the social media platforms.

he image was pulled from the website following the controversy (Photo: AFP)
 he image was pulled from the website following the controversy (Photo: AFP)

New Delhi: H&M caused widespread outrage with their latest promotional image, wherein a kid of African descent was seen sporting a hoodie with a controversial tagline - "Coolest monkey in the jungle".

The Swedish brand received serious flak for this, following which the company released a statement, "We sincerely apologize for offending people with this image". The image was pulled from the website following the controversy.

Several celebrities showed their discontent with the image on the social media platforms. The Weeknd severed ties with H&M and took to Twitter to call the issue as "racially and culturally insensitive".


The singer, who was working with the brand since 2017, appearing in ad campaigns and working on collaboration line for his XO brand, wrote, "Woke up this morning shocked and embarrassed by this photo. I'm deeply offended and will not be working with H&M anymore".

Questlove, the American percussionist wrote on Instagram, "I'm sure the apologies are a coming. And the ads will be pulled. I'm certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity (donations under these circumstances are the corporate version #SomeOfMyBestFriendsAre move if there ever was one) all this tells me about @HM is that the seats in the boardroom lack something...wanna take a guess?".

American rapper, G-Eazy terminated his contract with the brand following a post on Instagram.


He wrote, "Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable".

"I can't allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wakeup call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level", the rapper added.

Another rapper, Diddy, shared an image reworked by artist Kervin Andre. The image showed a version of the boy with a crown on his head with an updated slogan on his hoodie which read, "Coolest king in the world". Diddy wrote "Put some respect on it!" accompanying the image.


The company issues another apology on Tuesday in which it admitted its mistake as a global brand.

"Our standards are high and we feel that we have made real progress over the years in playing our part in promoting diversity and inclusion," they wrote. "But we clearly haven't come far enough . We agree with all the criticism that this has generated - we have got this wrong and we agree that, even if unintentional, passive or casual racism needs to be eradicated wherever it exists. We appreciate the support of those who have seen that our product and promotion were not intended to cause offense but, as a global brand, we have a responsibility to be aware of and attuned to all racial and cultural sensitivities - and we have not lived up to this responsibility this time".

Tags: viral story, h&m, racism