Globally recognized Swedish fashion brand H&M faced this concern with considered one of its youngsters’s wear ads in 2018. A Black child sporting a hoodie with the slogan “coolest monkey within the jungle” was featured within the advert. This instantly led to controversy, as “monkey” is often used as slur towards Black individuals, and brought on many purchasers to boycott the model. Many folks, together with celebrities, posted on social media about their resentments in the direction of H&M and refusal to work with and buy its products. H&M issued a statement saying “we apologise to anyone this will likely have offended”, although this too obtained some criticism for appearing insincere.