H&M is the target of fresh criticism following its recent children's hoodie advertisement.

Produced for the UK's online store, the original picture in question depicts a black child wearing a hoodie with the print "Coolest Monkey in the Jungle." Twitter users have since called out the ad as insensitive and racist, with many asking for it to not only be taken down, but for the company to be boycotted altogether.

One user cited child models advertising a similar product, while others pointed out the history of the word monkey in relation to black people as well as calling for better brand direction and overall awareness. Check out some reactions below.

In light of the criticism, the Swedish retailer has since replaced the image, removing the child model.

In similar news, YouTube star Logan Paul has been called out for 'insensitive' Japan videos

  • Main & Featured Image:H&M

What To Read Next