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Globally known Swedish fashion brand H&M faced this problem with certainly one of its children’s wear ads in 2018. A Black youngster sporting a hoodie with the slogan “coolest monkey within the jungle” was featured within the ad. This immediately led to controversy, as “monkey” is often used as slur in opposition to Black folks, and caused many purchasers to boycott the brand. Many folks, including celebrities, posted on social media about their resentments in direction of H&M and refusal to work with and buy its merchandise. H&M issued a statement saying “we apologise to anybody this will have offended”, although this too received some criticism for showing insincere.

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