In 2018, H&M, a global clothing retail brand, faced widespread
criticism, boycotts, and calls for cancellation after releasing a promotional
image that was perceived as racially insensitive. The advertisement featured a
young Black boy wearing a hoodie printed with the words “Coolest Monkey in
the Jungle.”
Photo by Valeriia Miller
Although H&M claimed the offense was unintentional and that there was no
deliberate attempt to evoke racial stereotypes, the image drew strong backlash globally.
Many saw the pairing of the phrase with a Black child as reinforcing
historically racist associations. As a result, H&M issued an apology and
withdrew the advertisement, acknowledging the harm it had caused and promising
to strengthen its review processes to prevent similar incidents in the future.
This article examines the entire scenario from a public relations
point of view.
Lack of Cultural Awareness
First and foremost, H&M appeared to have overlooked the importance of
cultural awareness. How could the team not realize that pairing that image with
those words would be catastrophic?
It soon became evident that H&M lacked a sufficiently diverse staff who
could have reviewed the product before it went public. Without a range of
perspectives, no one recognized how culturally inappropriate the image was or
how deeply it might offend some audiences, even unintentionally.
It is crucial for organizations to have a diverse team that not only
fulfills their primary roles but can also provide input during key stages of
product development and marketing. Without such diversity, companies risk being
perceived as perpetuating harmful stereotypes. In today’s world, cultural
sensitivity is not optional but an essential part of every aspect of life.
Crisis Management
Secondly, H&M failed to contain the crisis in time. In the digital age,
48 hours is more than enough to destroy a brand’s reputation. Proper crisis
management should begin the moment an issue arises to prevent rumors and
misinformation from spreading.
Many organizations underestimate how quickly narratives can spiral out of
control. The longer they delay their response, the harder it becomes to correct
false information or rebuild trust. Several companies have collapsed because
they couldn’t counter misinformation during a crisis. The lesson here is
simple: respond quickly and factually.
The Role of Celebrity Influence
Celebrities play a major role in promoting fashion brands, and when one
speaks out against a company, their millions of followers often join the
boycott. When artists like The Weekend and G-Eazy publicly
criticized H&M, it had a real impact on sales.
Other celebrities and sports personalities also voiced their disapproval. LeBron
James, for instance, replaced the hoodie’s slogan with his own version: “King
of the World” and added a crown to the boy’s head in his reimagined image. It
was both symbolic and powerful!
Global Repercussions
Meanwhile, in South Africa, the backlash turned physical. Protesters took to
the streets demanding an end to what they viewed as ongoing racial
insensitivity by the brand. This wasn’t the first time H&M had faced such
criticism there. Back in 2015, the company had been called out for featuring
almost exclusively white models in a local fashion campaign.
During the 2018 scandal, when the Economic Freedom Fighters (EFF) party
urged citizens to protest, some demonstrations escalated, leading to store
damage and looting. The anger was palpable and deeply rooted in calls for
respect and representation. H&M stores within South Africa were closed for some
time due to the damages and human rights group within the country looked into
the issue.
Lessons
Not all crises are preventable, but this one clearly was. From the very
beginning, someone within the company should have recognized the racial undertones
of the image. The fact that no one did suggests a lack of diversity and
inclusion at critical decision-making levels.
In a rushed attempt to repair its image, H&M later established a Diversity
and Inclusivity Department—something that should have been part of the
company from the start. The controversy serves as a powerful reminder: representation
and awareness matter. Cultural sensitivity, inclusivity, and quick crisis
response are not just public relations tactics, they are fundamental to
maintaining trust in a global marketplace.