H&M: "White people convey a more positive image"

Some of the photo ads found in the South African stores

This week, popular clothing retailer H&M came under fire for using only white models in ads for their new South African store because they "promote a more positive image for the brand."

What?

H&M just opened their new South African stores, much to the delight of South African lovers of cheap clothing. However, after launching the store, shoppers started noticing something funny: there was almost zero racial diversity in the store's photographs. The company was contacted on Twitter after shoppers about why ads for the store contained only white models. In a failed effort to explain themselves, the company's reps sent out the following tweets:

Courtesy of @_ZuluRose

I don't need to explain why this is unacceptable. Racism is sneaky these days, and this is just one manifestation of an ingrained racism we face today. Still, society as a whole equates whiteness with beauty (and apparently, positivity?) and any other color with, you know, negativity. I guess.  

In response to the backlash, H&M released this statement:

"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 ethnic background, gender or culture. We wish to [apologize] if our message has caused [offense] in any way as this was not the intention."

Which basically boils down to, "I'm sorry we let out that giant Freudian slip, please keep spending your money at our stores. We hire people of color sometimes, and we love your money."

Idrissi in one photo from her ad campaign

Two months ago, H&M hired their first hijab-wearing Muslim model, Mariah Idrissi, and I had high hopes for the future of diversity in this company (although, I still I have reservations about a corporation that definitely makes their clothing in sweatshops).

But it's clear we still have a long way to go.