In light of the controversy surrounding H&M and their latest European editorial, many outlets have called for a boycott of the clothing conglomerate.
In the midst of the flurry of commentary surrounding this matter, I'm sorry to say it but boycotting is not the answer to such a complex problem.

In calling for the boycott of H&M, many bloggers and content creators expressed their disdain and disgrace in people that chose to shop at H&M post the racist ad.

I found a lot of those statements to be rather classist because a lot of people do not have the privilege to simply boycott a brand that's been a source of easily accessible and fashion clothing.

I understand boycotting the brand in order to demonstrate disapproval but I don't condone mocking others for shopping there. That strategy seems very divisive and "holier-than-thou" because most people will go back to shopping at H&M in a few weeks or months. That's just a fact.

Do I believe that H&M is a racist brand? Absolutely not.

Do I believe that this situation is the result of  a culturally insensitive society? Yes.

This issue is bigger than H&M, and a sweatshirt. 

This is a case of culturally insensitivity and racist micro-aggressions.

While there is nothing wrong with a safari-themed photo shoot & clothing line, there is something very wrong about putting  a  black child in a sweatshirt that proclaims that he is the "coolest monkey in the jungle".

If there was a designer, public relations person and/or chief executive worth their salt, they would have immediately picked up on their racist undertones of the sweatshirt...but no one did.

This idea went through pre-production, production and post-production and no one though the sweatshirt was inappropriate. 

This speaks to a larger problem of cultural insensitivity and the lack of knowledge about cultures of color and our intricate histories in relation to white people.

Some people are saying that H&M should consider hiring more black employees to oversee operations and while I agree with increased diversity in the fashion industry, that's also not a solution to this problem.

Black people have been bearing the burden of cultural educators for far too long. It's about time that people teach themselves about the cultures that surround them, instead of expecting us to teach. Hiring black people for the sole purpose of making sure their product and brand isn't offensive is bullshit pandering and we have come too far as a people for that. 

In an increasingly diverse world, it is the responsibility of a brand to make sure it's culturally conscious and aware.  

Now, that we are aware that this is a systemic problem, what do we do about it?

- We express how we feel. No more staying quiet when someone makes an off-color statement. Now more than ever, we need to let people know that micro-aggression and passive racist comments are not okay.

- We put our money where our mouth is. Try to not patronize brands that make racially insensitive statements and/or do not make their stance on race & human rights issue clear. 

- We push for sensitivity training within our institutions and companies. Talk to your hr rep & take back your power as an employee by pushing for change.

While H&M has apologized and is "launching an investigation" into the matter, it's up to you whether you want to spend your coin with them.

I won't judge you if you do. 

Love & Light,

Rachel.