H&M Racist Advertisement

January 22, 2018





The new H&M racist advertisement that showed a South African boy wearing a hoodie that said “Coolest Monkey In The Jungle” went viral over the Internet. I personally felt shocked when I first looked at the article image. Furthermore, the boy was labeled as being racist in the advertisement. For instance, the word “monkey” has been used as a disrespectful nickname in the past. People were extremely derogatory and in Johannesburg, South Africa, protesters were angry about the H&M advertisement. They had a riot of several “Swedish fashion groups” at H&M stores on Saturday.


Celebrities such as Snoop Dogg posted a photoshopped picture on Instagram and edited the hoodie stating “royal” with a crown on the boy’s head. He captioned the post, “The way I c it”.




Another well-known celebrity, Lebron James, made a similar post to Snoop Dogg’s Instagram post and edited the boy as the “king of the world” The photo was captioned, “@HM U GOT US ALL WRONG! IN WE AIN’T GOING FOR IT!”.


The Weeknd had collaborated with H&M and after seeing the new release, he posted on Twitter saying, “Woke up this morning shocked and embarrassed by this photo. I’m deeply offended and will not be working with @hm anymore…”


It took H&M a while to respond with an apology. Their response was, “We understand that many people are upset about the image. We, who work at H&M, can only agree. We are deeply sorry that the pictures were taken, and we also regret the actual print…” H&M told the public that they would remove the product from their website. However, the hoodie was still sold overnight from their standard website. The violent protest will be known in South African history as an event that H&M was responsible for. In this generation, we have a duty to treat everyone equally and to understand people’s thoughts. This is a concerning issue we should think about; words and images can affect people's feelings deeply.


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