SPOTLIGHT: The advertisemnet of the boy. Photo: File
DURBAN - The cultural education and PR storm for retailer H&M seems to be far from over after the global clothing chain apologised for an advertisement that has been widely slammed as racially insensitive.

H&M has come under fire for a recent advertisement which features a black child wearing a hoodie that has the words "coolest monkey in the jungle" printed on it. 

The company (Hennes and Mauritz) has since apologised and taken down the advertisement, following public uproar.

Prominent black celebrities like The Weeknd, LeBron James and Diddy tweeted about the advertisement saying that they were offended by it and Diddy called it disrespectful. But some celebrities have taken to hitting the chain where it hurts, it's revenue stream. 

Singer, The Weeknd publicly announced that he will no longer be working with/supporting the clothing brand. 

The outrage has not been lost on South-African celebrities either, musician Thandiswa Mazwai also tweeted her severance with the brand, tweeting that she would never walk into an H&M store again.