H&M felt the fire and fury from folk all over the world yesterday when an ad of theirs surfaced featuring a black model wearing a hoody with the words “coolest monkey in the jungle.”

Shocked and dismayed, millions took to social media to express their disgust at the racially insensitivity.

Said critics included The Weeknd, who announced that he’s severing ties with the company as a direct result.

Clearly feeling the sting, H&M have released a formal – longer – statement of apology. Their words below…

Meh. For many this will be too little too late.

Your thoughts?