If the backlash from H&M’s Twitter exchange with South African fashion blogger, Tlalane Letlhaku, is anything to go by, the Swedish retailer just lost a chunk of its black would-be clientèle.

Letlhaku commented on the lack of diversity in the retailer’s posters inside the stores, appealing to the brand to add some colour to its models.

The response was somewhat unexpected.

Black Twitter didn’t hesitate in calling the brand out for its insinuation that black models do not “convey a positive image” under the hashtag #BoycottHMRacists – and rightfully so.

The brand tried to redeem its image by laying down an apology for “the response” and attempting to clarify the intention of the message.

But judging by the growing scale of the outrage, could it all be much too little too late?