H&M apologizes for ad of black boy in 'Coolest Monkey' hoodie

Glen Norman
January 9, 2018

The R&B singer, whose real name is Abel Tesfaye, signed on with H&M previous year to collaborate on a clothing line.

Swedish based mega clothing brand Hennes & Mauritz (H&M) has apologised for a photo featuring a black child wearing a green hoodie printed "coolest monkey in the jungle". The store has already apologized for using the image, but that doesn't change the fact that they used it in the first place.

The Weeknd started working with H&M in 2017, modeling in their campaigns and developing pieces for the company under his XO brand.

Despite recently forming a partnership with fashion retailer H&M, the Weeknd says he's effectively cut all ties with the chain as the result of a racially offensive advertisement.

"We understand that many people are upset about the image", representatives told PR News in an email.

In a statement, H&M apologized for the photo and said the product would be removed from it websites. "The image has been removed from all online channels and the product will not be for sale in the United States". We are deeply sorry that the picture was taken, and we also regret the actual print.

"It was never our intention for this image to be perceived in this way and we will be reviewing our internal routines to ensure that such a misjudgment does not happen again".

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