A screenshot taken on Thursday Feb.7, 2019 from an online fashion outlet showing a Gucci turtleneck black wool balaclava sweater for sale, that they recently pulled from its online and physical stores. Gucci has apologized for the wool sweater. (AP Photo)

Gucci has pulled a £688 (approx R12 000) jumper from sale after a backlash over its racist ‘blackface’ appearance.

The fashion label’s "balaclava knit" jumper is designed to cover the bottom part of the face with big red lips.

But according to some outraged Twitter users, the design bears a striking resemblance to a "golliwog", a black rag doll associated with racist caricatures. 

One user wrote: "Gucci made a very racist sweater. I still can’t figure out why they thought this was ok?!"

Others pointed out that Gucci’s climbdown coincided with the start of Black History Month in the US.

See some reactions to the controversial sweater: 

The product description read: "Inspired by vintage ski masks, multicoloured knitted balaclavas walked the runway, adding a mysterious feel to this collection." 

Gucci said it "deeply apologises for the offence caused" by the jumper.

Daily Mail