H&M store trashed over 'monkey' advert

H&M trashed
The damage was extensive. Photo credit: Floyd Shivambu‏/Twitter

Protesters have stormed and trashed an H&M store in South Africa after a controversial advert.

There has been huge international backlash over the ad, which features a black child model wearing a hoodie with "coolest monkey in the jungle" written on it.

Opposition party the Economic Freedom Fighters is urging malls to evict the Swedish retailer.

"That… nonsense of a clothing store is now facing consequences for its racism," deputy leader Floyd Shivambu wrote on Twitter.

"All rational people should agree that the store should not be allowed to continue operating in South Africa. Well done to Fighters who physically confronted racism."

H&M has removed the hoodie from its website and from sale.

"We sincerely apologise for offending people with this image of a printed hooded top," the company said in a statement.

"The image has been removed from all online channels and the product will not be for sale in the United States.

"We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues."

The controversial advert.
The controversial advert. Photo credit: H&M

Singer The Weeknd said last week he was "shocked and embarrassed" by the photo and "deeply offended".

The musician, who has twice collaborated with H&M and performed at one of its fashion shows, said he will never work with the company again.