They were not the only A-Listers to express their opinions on the subject matter: Lebron James added to the backlash by tweeting ‘I see a Young King!! The ruler of the world, an untouchable Force that we can never be denied!’. I'm deeply offended and will not be working with anymore…' Unfortunately, this process has lost the Swedish multinational company- who have previously collaborated with a multitude of big names such as Karl Lagerfeld, Madonna, Stella McCartney, Roberto Cavalli, Versace and Beyoncé- partnerships with singers G-Eazy and The Weeknd who took to Twitter writing ‘Woke up this morning shocked and embarrassed by this photo.

After 'monkey hoodie' scandal, H&M hires diversity leader #monkeyinthejungle #hm /L6ufe5p6ih- George Enis January 17, 2018 The company have since additionally hired a diversity leader. ‘This image has now been removed from all H&M channels and we apologise to anyone this may have offended’. We'll thoroughly investigate why this happened to prevent this type of mistake from happening again.’ It's obvious that our routines haven't been followed properly. Therefore, we've not only removed the image form our channels, but also the garment from our product offering. We're deeply sorry that the picture was taken, and we also regret the actual print. ‘We understand that many people are upset about the image of the children's hoodie. The image has now been taken down and a series of apologies released by the company This has caused monumental controversy in the media-of-late due to racial connotations drawn between ‘monkey’ and the boy’s African heritage.

Last month, H&M UK released an advertising campaign on their website in which a young black boy, Liam Mango, models a green jumper which has etched on it ‘Coolest monkey in the jungle’.

First Year Spanish Student Jemima Carr-Jones discusses the scandalous green jumper that has damaged H&M's reputation.

H and m ad scandal