Some are calling for a boycott of the brand over the picture, while others defended the retailer.
H&M has said: "We apologise to anyone this may have offended." People on Twitter described the image published by the Swedish chain as inappropriate and offensive.
The photograph was being using in the children's section of the UK site and some people weren't happy.
Dexter Neptune wrote: #BlackTwitter h&m is cancelled won't see anymore money from me.
Another user compared the image to one of a white child modelling a hoodie with the words "jungle survival expert."
The hoodie is still available to buy online but it no longer features the image of the child modelling it.
The company said: "This image has now been removed from all H&M channels and we apologise to anyone this may have offended."
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