CELEBRITIES joined in criticism of fashion retailer H&M today, after it featured what has widely been perceived as a racist slogan on one of its children’s items.

A photo on its website showed a black child wearing a hoodie bearing the slogan: “Coolest monkey in the jungle.”

Manchester United striker Romelu Lukaku took to Instagram to post an amended version, saying: “Black is beautiful.”

He commented: “You’re prince, soon to be a king. Don’t let anybody tell you different,” using the hashtag #blackexcellence.

The post received more than 150,000 likes in less than 12 hours.

Singer The Weeknd, who has previously modelled for and sold merchandise through H&M, pledged to end his association with the company.

He stated that he was “deeply offended” by the ad, which made him feel “shocked and embarrassed.”

Labour MP Kate Osamor tweeted: “I was totally shocked, dismayed to say the very least to find this online imagine” and asked if H&M “think this imagery is an appropriate representation of a young black boy?”

Scores of social media users showed their outrage at similar items, such as a bikini bearing the words “Black Queen” but modelled by a white woman, with one person stating of the brand: “They hate us [black people] but want our culture.”

H&M has since apologised for the ad and the image of the child in the hoodie has been removed from its website.

A spokeswoman for the retailer said: “We’re deeply sorry that the picture was taken and we also regret the actual print.”