Globally known Swedish fashion brand H&M faced this issue with certainly one of its children’s wear ads in 2018. A Black baby carrying a hoodie with the slogan “coolest monkey within the jungle” was featured within the ad. This immediately led to controversy, as “monkey” is often Fashion & Online Shop news used as slur towards Black people, and triggered many customers to boycott the brand. Many people, including celebrities, posted on social media about their resentments towards H&M and refusal to work with and buy its merchandise.