The ad features a black boy wearing a hoodie that reads "Coolest Monkey in the Jungle", leading many online to quickly slam H&M for being so racially insensitive.
"We sincerely apologize for this image", H&M's Stockholm headquarters said in a Monday morning email sent to CBS MoneyWatch.More news: Senate Vote May Be Coming on FCC Net Neutrality Rules
U.K. Labour Party lawmaker Kate Osamor tweeted that she was "totally shocked, dismayed to say the very least" by the image and, addressing H&M, asked "do you think this imagery is an appropriate representation of a young black boy?"
Nivea, part of German skincare group Beiersdorf, pulled an ad with a slogan "white is purity" in April, after it was shared by right wing groups.
An apology was offered after consumers exploded on Instagram and Twitter, resulting in the removal of the ad from the British H&M's website/social media.More news: Panthers Wild Card Playoffs preview and predictions
The Swedish company removed the ad, which appeared on its United Kingdom site, in response to the backlash. "We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues". "We have to do better", designer Alex Medina said on Twitter.
While some netizens blamed carelessness, a lack of cultural awareness or bad styling decisions for the retailer's mistake, others weren't quite so forgiving.More news: Passenger 'smearing feces' causes United Airlines flight to redirect