Monday, February 17, 2025

November 6, 2015

H&M Only Use White Models Because Blacks Portray A Negative “Feeling”

H&M have only just touched down in South Africa and they've already landed themselves in some hot water. Not a great start.

When you launch your brand in a new country it’s always an exciting time, your social media team working around the clock to drum up interest and get people talking.

Whoever is in charge of fashion retailer H&M’s South African launch has certainly done that, although not in the way they would have hoped. The drama started with this tweet below from a consumer with a rather valid question.

hmtwitterfail

And then here’s H&M landing their foot firmly in their mouth:

hmtwitterfail2

A few things stand out there – ‘essential for us to convey a positive image’, ‘show our fashion in an inspiring way’ and ‘to convey a positive feeling’. So what are the implying, that featuring black models would somehow compromise that? Twitter didn’t let this slide…

hmtwitterfail3

Then, of course, came the public apology.

hmtwitterfail4

Proceed with caution H&M, people will be waiting to pounce on your next gaffe and you might want to better understand South Africa and our people before you reveal your ignorance.

[source:women24]