Mother of 'H&M Kid' Reveals She's Now Experiencing Racist Abuse

H&M's Apology for Tone Deaf 'Monkey' Sweatshirt Misstep 'Not Enough'

H&M's Apology for Tone Deaf 'Monkey' Sweatshirt Misstep 'Not Enough'

It said: "We understand that many people are upset about the image".

Immediately after the advert went out, many blacks across the world went after it and called the advert racist. "We, who work at H&M, can only agree. Our position is simple and unequivocal - we have got this wrong and we are deeply sorry". Therefore, we've not only removed the image from our channels, but also the garment from our product offering.

H&M explained that they will be investigating the image: "It is obvious that our routines have not been followed properly". This is without any doubt. "We will now be doing everything we possibly can to prevent this from happening again in future".

The mother of 5-year-old model of advertising H&M, who has dressed for campaign hoodie with the inscription "the Best monkey in the jungle", Terry Mango, responded to the unfolding scandal.

New York Post reports that in a series of Facebook tweets, Terry Mango, of Stockholm, Sweden, said not only did she support that advertisement, but that people should simply "get over it" and stop being "sensitive".

"That's my son. I've been to all photo shoots and this was not an exception, everyone is entitled to their opinion about this".

While the racist messaging might not be that big a deal to Mango, other commenters did not feel her response was appropriate.

"How can you fight racism if you make racist remarks", she said. And we ain't going for it!

"Enough about y'all and more of what I see when I look at this photo", wrote James, "I see a Young King! We as African Americans will always have to break barriers, prove people wrong and work even harder to prove we belong but guess what, that's what we love because the benefits at the end of the road are so lovely!"