On Sunday, Burberry showed off one of its latest items at London Fashion Week: a hooded sweatshirt that featured, instead of the usual drawstrings, a rope tied into a noose.

Observers quickly condemned the sweatshirt and accused the fashion house of evoking racist lynching imagery and of being insensitive to suicide. Burberry later responded with an apology and said it was removing the sweatshirt from its collection.

It was at least the second time this month — Black History Month, as many noted — that a designer brand had to issue an apology for products perceived as racist or insensitive. In early February, the designer Gucci pulled from its online and bricks-and-mortar stores a sweater that resembled blackface. The sweater ignited a firestorm of criticism and boycotts — and even an actual fire, as the rapper 50 Cent burned a Gucci shirt in protest.

Outrage on social media

“How many people saw this before it made it to the runway?” asked Bernice King, the chief executive of the King Center and daughter of the Rev. Martin Luther King Jr.

“The larger question: How can people guard their hearts and minds from normalizing and trivializing symbols and images that historically represent racism, bigotry and oppression?”

In an Instagram post on Sunday, model Liz Kennedy criticized Burberry and said a brand “typically considered commercial and classy should not have overlooked such an obvious resemblance.”

View this post on Instagram

@burberry @riccardotisci17 Suicide is not fashion. It is not glamorous nor edgy and since this show is dedicated to the youth expressing their voice, here I go. Riccardo Tisci and everyone at Burberry it is beyond me how you could let a look resembling a noose hanging from a neck out on the runway. How could anyone overlook this and think it would be okay to do this especially in a line dedicated to young girls and youth. The impressionable youth. Not to mention the rising suicide rates world wide. Let’s not forget about the horrifying history of lynching either. There are hundreds of ways to tie a rope and they chose to tie it like a noose completely ignoring the fact that it was hanging around a neck. A massive brand like Burberry who is typically considered commercial and classy should not have overlooked such an obvious resemblance. I left my fitting extremely triggered after seeing this look (even though I did not wear it myself). Feeling as though I was right back where I was when I was going through an experience with suicide in my family. Also to add in they briefly hung one from the ceiling (trying to figure out the knot) and were laughing about it in the dressing room. I had asked to speak to someone about it but the only thing I was told to do was to write a letter. I had a brief conversation with someone but all that it entailed was “it’s fashion. Nobody cares about what’s going on in your personal life so just keep it to yourself” well I’m sorry but this is an issue bigger than myself. The issue is not about me being upset, there is a bigger picture here of what fashion turns a blind eye to or does to gain publicity. A look so ignorantly put together and a situation so poorly handled. I am ashamed to have been apart of the show. #burberry. I did not post this to disrespect the designer or the brand but to simply express an issue I feel very passionate about.

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“Suicide is not fashion,” she wrote.

Kennedy, who wrote that one of her family members died by suicide, said she felt “extremely triggered.” She tried to speak to someone about the design, she said, but was told all she could do was write a letter and that “it’s fashion. Nobody cares about what’s going on in your personal life so just keep it to yourself.”

“Well I’m sorry but this is an issue bigger than myself,” she wrote. “The issue is not about me being upset, there is a bigger picture here of what fashion turns a blind eye to or does to gain publicity.”

Burberry’s apology

After Kennedy’s post, two top Burberry executives issued statements of apology and removed the sweatshirt from the company’s collection. They said the design was intended to be “nautical” or “marine”-inspired.

“Though the design was inspired by the marine theme that ran throughout the collection, it was insensitive and we made a mistake,” said Marco Gobbetti, Burberry’s CEO. "The experience Ms. Kennedy describes does not reflect who we are and our values. We will reflect on this, learn from it and put in place all necessary actions to ensure it does not happen again.”

The company’s chief creative officer, Riccardo Tisci, pledged that he “will make sure that this does not happen again.”

“I am so deeply sorry for the distress that has been caused as a result of one of the pieces in my show on Sunday," Tisci said.

“While the design was inspired by a nautical theme, I realize that it was insensitive. It was never my intention to upset anyone. It does not reflect my values nor Burberry’s and we have removed it from the collection.”

Other recent incidents

In December, Prada apologized for a window display in its New York boutique featuring trinkets that The Washington Post’s fashion critic Robin Givhan said “recalled a Golliwog, the 19th-century blackface character with big round eyes and large red lips. The thing also resembled the title character from ‘Little Black Sambo,’ a children’s book of the same era. Either way, the connotations were unequivocally racist.”

The list of companies to insult “whole religions, ethnic groups and races is long,” Givhan wrote.

Her tally: “Chanel scrawled a verse from the Koran across the bodice of a dress and appropriated Native American headdresses. Dutch label Viktor & Rolf covered white models in black body and face paint, creating a look that called to mind a high-fashion minstrel show. Even American designer Marc Jacobs caused a stir when he incorporated fake dreadlocks on white models in a New York runway show.”

Indeed, fashion brands have had to apologize so often that some commenters are positing that the companies may be stirring up controversy on purpose.

“Maybe lay off the black face and nooses for a while?” said comedian Whitney Cummings on Twitter. “This is starting to feel like some weird bet about who can go out of business the fastest.”

“At this point, they are trolling us,” wrote Shelby Ivey Christie, who hosts a fashion and culture podcast.

Dani Kwateng-Clark, an editor at Broadly, said fashion houses are merely seeking attention.

“There’s no fathomable way that fashion pulls from art and culture, yet is completely oblivious to triggering symbols,” she wrote. “When will this mess end?”

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