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H&M has apologised for a racist advert featured on their site.

"This image has now been removed from all H&M channels and we apologize to anyone this may have offended," said H&M spokeswoman Anna Eriksson in a statement.

The clothing brand had a young black model in a hoodie that says "The coolest monkey in the jungle" on their online store and it caused an outrage on social media. People commented on how offensive the advert is, including many celebrities, artists and designers.

Many decided to reclaim the image and show what it should have actually been.

And many like celebrity Quest Love predicted the apology, calling out all brands that are guilty of tone-deaf advertisements and pointing the pattern that has been happening for a while now.

H&M has apologised for the advert and pulled it off from their site.

Said the brand in a statement, “We sincerely apologise for offending people with this image of a printed hooded top. The image has been removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.”