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H&M under fire for using Black Kid Model to promote Hoodie with Racial Slur



H&M under fire for using Black Kid Model to promote Hoodie with Racial Slur

Swedish multinational clothing-retail company Hennes & Mauritz (H&M) is currently being dragged on social media for the above photo showing a black child model being used to promote a hoodie with the inscription, “Coolest Monkey in the Jungle“.

The jumper is one of many variations but the question asked the most is why the black kid was made to promote the very one with a racial slur. See other options below:

H&M under fire for using Black Kid Model to promote Hoodie with Racial Slur H&M under fire for using Black Kid Model to promote Hoodie with Racial Slur

H&M is yet to tender an explanation or apology on the issue.

See some reactions below:

There were also some of the opinion that it was a honest mistake or that it had no racist undertone whatsoever:


  1. Tanonymous3

    January 8, 2018 at 8:59 am

    Bellanaija, have you guys heard what happened to @dunnieoh (dunnie odusanya hasan) of @oloriswim. Allegedly her husband took over her business page @oloriswim and took down all the 400+ pics. The gist is he is bipolar and they have been covering it for a while. He has now gone bonkers. Pls investigate it and lets know whats up.

    • Mama

      January 8, 2018 at 10:54 am

      I don’t know these people you’re talking about but how exactly is this supposed to be gist for a blog post? Mental health problems are as serious as physical ailment, not fodder for gossip. Her husband ‘is bipolar and they were covering it’ …ehen? Before nko, who goes about advertising their mental health status? Is it not the same you people that will stigmatize him as you are now doing by refering to him as ‘bonkers’. The year has only just started, let us try and do better even if we have to pretend.

    • Bey

      January 8, 2018 at 11:13 am

      really. I once noticed all her risqué swim suit pics was off her own instagram and she later went private. I thought she was just trying to change her image as a wife/mother.
      The husband is bi-polar ke ? remember seeing their beautiful wedding pics here.

    • babym

      January 8, 2018 at 12:29 pm

      Ahnn Ahnnn what kind of person are you? why do you want to use seomebody’s lowest point as gist??? somebody’s suffering is gist??? ahn ahnn!!! what do you stand to gain from hearing this ‘gist’ will your life change in anyway? will you suddenly have 1 billion dollars in your account??? mental illness is not a joke at all.. where you have put bipolar just put cancer there and see how insensitive what you wrote is. mscheewww

  2. Tanonymous3

    January 8, 2018 at 9:02 am

    Nigerians/Africans need to stop buying from foreigners abeg. They dont respect us. They ll take ur money n spit on u. Gucci, lv, ferragamo, versace etc are all made by humans like u. Understand that. U r only payin for a name. Anyone can design wat they design if they hv talent. Understand dat. Why cant we buy our own local brands like they buy mostly theirs?

    • Ec

      January 8, 2018 at 10:21 am

      Exactly! The need to feel among

  3. GYOnlineNG.COM

    January 8, 2018 at 9:55 am

    Black racist culture in hands of white…

  4. Jummy

    January 8, 2018 at 10:25 am

    AAs always butt hurt!

    Stop the victim mentality. Not everything has a racial undertone.

    • Engoz

      January 8, 2018 at 2:41 pm

      Butthurt? It wasn’t even on an american website but on a Swedish website. Does the name Stephanie Yeboah sound AA to you? So how did it become an AA thing? I hope you can proudly wear a tribal slur other Nigerians call your tribe. Same Nigerians that insult and kill other tribes for just breathing is talking about another group being ‘sensitive’.

  5. Udegbunam Chukwudi

    January 8, 2018 at 10:54 am

    It’s pretty safe to say these companies know what they are doing sha. They can’t be this dumb. Even if they don’t have a black person on their creative team, is one woke white person that difficult to find in the team?

    • Mz Socially Awkward....

      January 8, 2018 at 1:10 pm

      They absolutely do, there’s no doubt about it.

      For every advertising campaign, there’s a team of very hip and extremely savvy executives who’re meant to understand what resonates with their target audience (i.e. we the consumers) plus deliver as much retail value for the brand (i.e. the client) as possible.

      Savvy executives who see the final campaign before it gets released to the public and are as woke as can be ……. so nobody can say they don’t know what their doing. All they’ve done with some of these ads which tend to have a racial slant, is to calculate the buying power of the aggrieved section of society. If they don’t think they’re going to lose that much money over it, they’ll just forge ahead and hope the dust dies down.

      And we black people (whether pure Africans, British Blacks or African Americans) are known all over the globe to be consummate consumers. Therefore, whether Tommy Hilfiger says he doesn’t make clothes for black people or Dove releases a skin whitening ad which makes darker skin seem like a problem…… the real people in economic power (i.e. .the producers) are fully confident that we’ll still patronize them with our money.

      No repercussions for them, just more profits. Das all.

    • Engoz

      January 8, 2018 at 2:32 pm

      No oversight whatsoever, as big as H&M is. It’s not a good look at all. Can’t even defend this one.

  6. Dust

    January 8, 2018 at 12:37 pm

    stop saying rubbish..

    The companies do it in other to make it normal to your mind and acceptable by you (dark skinned people)…. they are trying to make racism an acceptable behaviour and want black people to be accustomed to their racist slurs as you can see from the comments some black people are not even offended by it anymore… this leads to enduring the slurs which would eventually lead to emotional break down if the victim is mentally matured…

    Its the same way they are also using the libya issue to turn black people against each other and make slave trade a norm.

    you haven’t been through what AA’s have been through..

    Have you ever asked yourself why AA’s never came to Africa to buy raw material and develop themselves despite been in A:merica since its beginning???

    they’ve been in the developed world longer than Africans but they were and are still subjugated..

    AA’s should be pioneers of 21st century black inventions and engineering breakthroughs.. the few that have done it have to be researched, they are not publicized…

    • Mz Socially Awkward....

      January 8, 2018 at 1:12 pm

      On this issue, we are fully in agreement.

  7. concerned9ja

    January 8, 2018 at 1:41 pm

    absolutely in agreement with @dust

  8. Joy E. Ojo

    January 8, 2018 at 1:41 pm

    The parents of the child must have seen him wear that top for sure. Its all about the money, no need for too much headache abeg.

    • Udegbunam Chukwudi

      January 8, 2018 at 10:03 pm

      Interesting angle

    • When

      January 9, 2018 at 12:50 am

      Same thoughts that crossed my mind!!

    • tunmi

      January 9, 2018 at 5:03 am

      maybe not. It could have been a blank hoodie and the text photoshopped later.

  9. Moyo

    January 9, 2018 at 9:17 am

    If it is harmless as some people claim, how come it is not a white boy wearing the hoodie, H&M know what they are

  10. Moyo

    January 9, 2018 at 9:20 am


  11. Mrs chidukane

    January 9, 2018 at 9:39 am

    These companies always have my little monkey shirts and merch. Its not exclusive to HM. This was not produced just to hurt black people. Maybe they should have gotten a person of another race to wear it to avoid outrage. I’m positive my son had a top from carters with monkeys on it. I didn’t find it offensive probably because no one has ever called me a monkey before. These companies should do better please.

  12. Kkay

    January 9, 2018 at 10:30 pm

    I hope they won’t mind my using a white boy to model my new hoodie with ‘White Pink. No, Pink Pig’ emblazoned on it.

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