Fashion retail giant H&M Launched its 2nd shop in Johannesburg South Africa earlier this month but might already be loosing its potential customers due to an out of style twitter exchange with South African Blogger Tlalane Letlhanku .  The blogger tweeted at the retail brand saying “I was at your CT store.Most, if not all your posters in store have no black models.Please work on that to appeal to everyone.” The response from the marketing team of H&MSouth Africa sparked a twitter war between customers or potential customers of  brand.

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This was the response from H&M that sparked the fire. Twitter has no chill so it definately went down on the brand.Screen Shot 2015-11-09 at 8.31.49 AMPhoto above shows subsequent responses from H&M. At this point, whoever was handling the account should’ve taken a quick break.

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H&M finally came out to offer an apology in relation to the tweet. According to them its “a global brand working across all continents within the Northern and Southern Hemisphere,” that “fashion is global and so are our marketing campaigns” and that it has “worked with many models from various ethnic backgrounds in our campaigns” before listing models of various ethnicities who it has worked with. This has to be the fashion equivalent of “but some of my best friends are black”. We already know that the fashion industry has some serious problems when it comes to hiring black models, and it’s high time more brands owned up to that fact and committed to doing something about it – particularly those operating in Africa.


The brand, which dates its history back to 1947 when it launched in Sweden and has 3 733 outlets around the world and hopes to use South Africa as a springboard to other African countries. What are your thoughts on this story?



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