A little close to a week ago, one of our go-to fast fashion brands H&M issued an apology on their website and Instagram over an ad they’d released featuring a black boy in a green sweatshirt that read “Coolest Monkey In The Jungle.”
An apology just doesn’t seem to cut it anymore in the digital era, so predictably social media users took to their accounts slamming H&M for their missteps. H&M’s from Sweden (which in our minds conjures the thoughts IKEA meatballs and snowy alps) but with an international reach infiltrating even the likes of everyday Singaporeans, a localised perception of culture isn’t enough to suit countries with tense racial relations.
So this is H&M at Menlyn… a group of people are vandalizing and just throwing clothes around. #ANC106 pic.twitter.com/1S4edBabyS
— Blanco® (@DineoDMufamadi) January 13, 2018
Clearly pulling the ad and cancelling all stocks of the controversial sweatshirt weren’t enough to cool off H&M’s South African customers’ steam; on Saturday, groups of protestors from political party Economic Freedom Fighters (EFF) were spotted chanting outside various outlets across the country before marching inside to cacophonously trash clothing racks and store displays as a violent display of anger.
Considering the racial tensions they’ve brought up in that community, H&M announced the temporary closure of all their South African stores. As they investigate internally and regulate their racial sensitivity policies, several EFF leaders have even suggested H&M be pulled out of their country. Experts have speculated if there was a backend motive to their newsworthy behaviour beyond H&M’s ad, but whatever their message its impact was certainly delivered (with a punch).
https://www.instagram.com/p/BdvGFCkhHYK/?hl=en&taken-by=ijessewilliams
Celebrities who’ve been in business with H&M have been quick to speak out against them, some like The Weeknd and Jesse Williams calling out their tone-deafness and cutting ties with the company. Others, like P Diddy, have reportedly reclaimed the young boy’s dignity “exploited” in H&M’s ad by offering him a one million dollar modelling contract. With two sides to every coin, however, there’re people who’re bound to use the “we don’t see colour” card with regards to H&M putting the racially charged sweatshirt on the boy. One standout detractor of the backlash is Terry Mango, the boy’s mom. Regardless, H&M has stood by their apology and are scrambling to erase this image from customers’ minds.
https://www.instagram.com/p/BdwBtq8HAb8/?taken-by=thegreentealivecastdotcom
Header image: RT
