H&M South Africa apologizes for implying white models convey 'positive image'

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H&M responded poorly when it was called out for not having black models in its images for stores in South Africa, and now it is rushing to apologize for the offense.

In response to criticism for its lack of diversity, H&M responded by trying to explain its goal of a “positive image” in its marketing, though the response came off as tone deaf at best:

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.

The response left many perplexed and asking whether the company was suggesting that only their white models were part of that “positive feeling.”

H&M responded by listing its models of color and issuing this apology:

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 ethnical background, gender or culture. We wish to apologise if our message has caused offence in any way as this is not the intention.