Fashion retailer H&M has come under fire in South Africa for a tweet when trying to defend themselves using only white models in their images. The store was called out on Twitter last week for not having black models in its promotional images, but it was their response that caused an uproar:

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“H&M’s marketing has a major impact and it is essential for us to convey a positive image. We want our marketing to show our fashion in an inspiring way, to convey a positive feeling. We work with a wide range of models and personalities throughout all our marketing both online, outdoor and in store. Our marketing policy, campaign productions & work is something we constantly discuss internally * with creative professionals.”

After major side-eyed for their implication that whites convey a “positive image,” H&M issued this apology:


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