Just like the famous Kardashians, H&M has been in the news lately. This time it is not about their recent Balmain collaboration but about a controversial tweet. A couple of weeks ago The Swedish brand opened their second retail outlet in Johannesburg, South Africa. A concerned African customer called out the fashion brand for not using black models in their campaigns. Guess what the marketing and PR team thought was the perfect answer.






For anyone to think women color do not convey a positive image is totally absurd, don’t you think? The irony of the entire situation is that, the same women the brand thinks portray a negative image are part of their target market of the various H&M African stores and even worldwide.

Having realised they had ruffled a few feathers, the fashion label obviously had to do some damage control by retracting their previous statement.



What do you think of the entire situation?

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