H&M Apologizes for Racist Response to Lack of Diversity in Marketing Campaign

H&M, which just opened in South Africa, has apologized for a social media comment that said white models portray a "positive image" for the brand.

A shopper carries a bag from H&M on Aug. 13, 2014, in San Francisco.
A shopper carries a bag from H&M on Aug. 13, 2014, in San Francisco. Justin Sullivan/Getty Images

The fashion industry has never been known as a bastion of diversity, but talk about letting the proverbial cat out of the bag: H&M apologized last week for a comment on Twitter that said white models portray a more “positive image” for the brand, according to Eyewitness News.

The apology came after social media user Tlalane Letlhaku tweeted H&M South Africa, asking workers to please include more black models in its global marketing campaign.

The company tweeted back that its workers make selections that “convey a positive image” in its stores. 

Twitter promptly went off:

https://twitter.com/_ZuluRose/status/662385164803272704https://twitter.com/PearlPillay/status/662201594243608576https://twitter.com/MaS1banda/status/662210481990606848

Here is the apology. And is it enough? Clearly the negativity represents a mindset that does not disappear with a simple apology.

https://twitter.com/hmsouthafrica/status/662325797559009280

Read more at Eyewitness News.

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