H&M South Africa issued an apology this week for Tweeting a comment that implied white models portray a more “positive image” for the brand.
The brand was coming off of their launch in the country when customers voiced concerns over the lack of diversity in their campaigns. Namely, that there were zero Black models in the campaigns.
The brand has since attempted to clarify what it meant with the Tweets.
H&M regrets the response to a social media message that was recently aired on Twitter and wishes to clarify the intention of the message. In no way does H&M state that positivity is linked to an ethnic group. H&M is proudly a global brand that embraces all people who are inspired by fashion, regardless of ethnic background, gender or culture. We wish to [apologize] if our message has caused [offense] in any way as this was not the intention.