The ad features a black boy wearing a hoodie that reads "Coolest Monkey in the Jungle", leading many online to quickly slam H&M for being so racially insensitive.
"Im sure the apologies are a coming". "And the ads will be pulled".
After facing sharp criticism on social media, the brand apologized on Monday and seemed to remove the item from its United States website.
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The image, which appeared on the British version of H&M online store, was accused of being racist by hundreds of social media users on Sunday after the offending ad was screen-captured by blogger Stephanie Yeboah.
Social media users argued this was racist because "monkey" is a known racial slur.
While the hoodie is still available for purchase, people are expressing support for the child, not the product.
"This is how we should represent our men as kings thank you!", one person said, while another added: "Yaaass, you're so, you're so, you're so AWESOME!"
Creative director Alex Medina tweeted: "In the year 2018 there's no way brands/art directors can be this negligent and lack awareness".