Swedish fashion giant H&M has apologised and removed an online ad that has been branded 'racist'.
The promotion featured a black child model wearing a green hooded jumper with the words 'Coolest monkey in the jungle' emblazoned on the front.
It appeared on the clothing store's UK website, but has not been spotted on H&M's Australian sites.
The promo received a backlash in the UK media and on Twitter, with many calling out the retailer as casually racist.
Following the backlash, H&M stopped selling the jumper and issued a statement to the press.
“We are deeply sorry that the picture was taken, and we also regret the actual print. Therefore, we have not only removed the image from our channels, but also the garment from our product offering," the statement read.
“It is obvious that our routines have not been followed properly. This is without any doubt. We will thoroughly investigate why this happened to prevent this type of mistake from happening again.”
Canadian singer The Weeknd took to Twitter to announce he would sever ties with the brand.
Other Twitter users took to Photoshop to redesign their own version of the jumper.
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