By Vivian Louie H&M’s green hoodie has added fuel to the fire, the worldwide discussion on the issue of modern racism, regarding how the fashion industry and its consumers have become tone-deaf to cultural and social nuances. This green hoodie, modeled by a black child, bearing the words “coolest monkey in the jungle,” and debuted on H&M’s European website on January 7th, has faced an overwhelmingly negative response from the public. H&M is a global brand that has a huge following. Its products can quickly become the centerpoint of debates and discussions regarding societal issues.
Many celebrities have spoken out against H&M for the green hoodie, with some of them going as far as cutting ties with H&M. Popular musical act The Weeknd (AKA Romelu Lukaku) disavowed H&M in a Twitter post made on January 8th, stating that he was “deeply offended” by the hoodie. The singer had collaborated with H&M early in 2017 on its Spring Icons campaign, followed by a fall collection in September. Another musician, rapper G-Eazy, spoke out in a statement on Instagram, sharing that he had decided to end his partnership with H&M. G-Eazy and H&M had collaborated on a menswear collection that would have hit stores on March 1st. More seriously, numerous H&M stores in South Africa were ransacked on January 13th by followers of the Economic Freedom Fighters, a revolutionary socialist political party also known as the EFF, who were angered by the racist insinuation of the garment. Videos of the angry protesters trashing the outlets in the capital cities of Capetown and Johannesburg were quickly circulated on major European news networks. H&M stores in the city of Durban were temporarily closed down following the incident. After the initial backlash, but still four days before the protests in South African stores, H&M issued an apology on its website, stating. “Our position is simple and unequivocal - we have got this wrong and we are deeply sorry.” But while spokespeople for the apparel company have conceded the criticisms, H&M officials have not yet lived up to the corporate social responsibility of promoting discussion and awareness of insensitivities related to culture and race. To this point, H&M’s only actions have been to take down the product on its European site and note that it will have the removed garments recycled. So how severe will the fallout ultimately be for the Swedish brand, and how long could it last? Time will tell, but with a massive oversight on a topic that is being discussed around the world, H&M’s negligence of racist content has only hurt its brand image. An ongoing list of celebrities and top customers have already condemned H&M; and it is only a matter of time without the company taking more constructive steps that its general consumer base will start backing away. In terms of recent profits, H&M had a rough past year with reported third quarter earnings in 2017 having fallen 20%. Now with this blunder, it might be harder for H&M to expect high earnings for the first quarter of 2018 as well.
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