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H&M South Africa issued an apology this week for tweeting a comment that implied White models portray a more “positive image” for the brand.

The retail giant had just launched in the country when customers voiced concerns over the lack of diversity in their campaigns. Namely, that there were zero Black models.


And that’s when things really hit the fan. The brand responded to its customers’ concerns by saying:

“H&M’s marketing has a major impact and it is essential for us to convey a positive image. We want our marketing to show our fashion in an inspiring way, to convey a positive feeling.”

So, basically they’re saying only White models can be “inspiring” and “positive?”

Twitter, of course, called H&M out for the ridiculous, insensitive, and discriminatory response.


They’ve since attempted to clarify their tweet:

H&M regrets the response to a social media message that was recently aired on Twitter and wishes to clarify the intention of the message. In no way does H&M state that positivity is linked to an ethnic group. H&M is proudly a global brand that embraces all people who are inspired by fashion, regardless of ethnic background, gender or culture. We wish to [apologize] if our message has caused [offense] in any way as this was not the intention.

What do you think of the apology? Sound off below…



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H&M Apologizes For Implying White Models Convey A More “Positive Image”  was originally published on