H&M faces customer boycott over 'racist' hoodie advertising campaign

People are boycotting H&M after the clothing brand used a black child to model a hoodie with the slogan “coolest monkey in the jungle” written across it.

H&M caused widespread outrage when the image of the young boy on their site surfaced online.

Canadian singer The Weeknd announced on Twitter that he would no longer be affiliated with the brand, writing: “Woke up this morning shocked and embarrassed by this photo.

“I’m deeply offended and will not be working with @hm anymore…”

Many others have followed suit, with a number of celebrities and consumers alike sharing their disdain for the brand.

American rapper Diddy shared a reworked version of the image by artist Kervin Andre, who goes by the pseudonym Akomicsart online.

The artwork shows an updated slogan on the hoodie that reads: “Coolest king in the world”, with a crown placed above the boy’s head.

Diddy accompanied the image with his own views on the controversy, writing: “Put some respect on it!!

“When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful.”

Many are viewing H&M’s apparent racism as a call to arms to boycott Swedish company completely.

Sir Maejor, an American model and activist, tweeted: “H&M proves to the world that they are racist… don’t scream black lives matter…

“Let’s show them how black dollars matter #BoycottHandM”.

Another Twitter user wrote: “They hate us but want our culture.

“#HM is never getting business from me again.”

H&M has since issued an apology, telling The Independent: “We apologise to anyone this may have offended.”