What can be learned from this situation and how can companies foster more diversity and inclusion? Since the incident, the company has made a concerted effort to change their corporate narrative and create a more diverse and inclusive organization. In early 2018, the company found itself facing criticism when an image of a young Black boy wearing a sweatshirt that read “Coolest Monkey in the Jungle” went viral.

In an official response to Essence, H&M shared that “the school aged kids who model for us come to the photo studio in the afternoon after school and we aim for a natural look which reflects that.” This isn’t the first time that the retail giant has been embroiled in controversy. Celebrity hairstylist Vernon Francois responded to the ad, indicating that H&M may have intentionally allowed the young model’s hair to be uncombed and Francois’ response garnered a lot of commentary. The ad featured a young Black girl with a hairstyle that some deemed as inappropriate, messy, and unkempt. Fashion retailer H&M has again found itself in hot water after their ad for a printed hoodie sweatshirt went viral.

Parents respond to h and m ad