H&M apologizes for 'Coolest Monkey' sweatshirt ad featuring black child

H&M (Hennes & Mauritz) is under fire for using a black child to model a sweatshirt sporting the phrase "coolest monkey in the jungle."

The image first appeared over the weekend on the British version of the Swedish-based retailer's website.

Upon noticing an advertisement with the photo, social media users erupted in outrage at H&M for what they deemed to be a racist and inconsiderate move.

American percussionist Questlove was among those to object, writing on Instagram (where he has over 1 million followers):

As of Monday morning, H&M had removed the ad from its website, a spokesperson told CNBC, but it continued to sell the hooded top online, although not in the U.S.

"We sincerely apologize for offending people with this image of a printed hooded top," the spokesperson said. "We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues."

Later in the day, Canadian singer The Weeknd, who has collaborated with H&M on collections in the past, wrote on Twitter to say he would no longer work with the company and was "deeply offended."

This incident adds to a growing list of retailers going too far with a slogan or imagery. Abercrombie & Fitch, for example, was criticized for selling a shirt depicting the Wong Brothers' laundry service, where "two Wongs can make it white," and "Get Your Buddha on the Floor."

Urban Outfitters once sold a red sweatshirt bearing the Kent State name and what appeared to be a blood splatter. And Zara, owned by Inditex, stirred up controversy when it released a striped blue-and-white children's pajama top with a yellow star over the left chest, resembling uniforms worn by concentration camp inmates during the Holocaust.

The blunder for H&M comes right after the retailer in December reported its biggest drop in quarterly sales in at least a decade. In turn, H&M has trimmed its expansion plans and is even considering closing some locations.

Many others also called for a boycott of H&M entirely, and R&B artist The Weeknd — who partnered with the retailer on a line of apparel — announced he would no longer be working with the company via a tweet he posted on Monday afternoon.

The outrage over H&M’s advertisement follows several similar incidents involving major brands in recent months. In early October, Dove apologized for “missing the mark” with a Facebook ad for body wash, which showed a black woman removing her top to reveal a white woman underneath. And later that month, Nivea was accused of racism after promoting a skin cream for “visibly fairer skin” in several African countries.

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