Unless you've been living under a rock for the past week, you'll no doubt have heard about the absolute shitstorm surrounding H&M right now - after an image of a black child modelling a hoody with the slogan 'Coolest Monkey In The Jungle' surfaced on the store's UK site.
The image was shared on social media after it appeared on H&M's UK website, and was labelled 'racist', 'offensive' and 'irresponsible'.
However, now the boy's mother has spoken out, urging people to simply 'get over it'.
A woman called Terry Mango, believed to be the mother, has taken to Facebook to say that the whole thing is an 'unnecessary issue'.
"Am the mum and this is one of hundreds of outfits my son has modelled," she wrote. "Stop crying wolf all the time, unnecessary issue... get over it."
Another message reportedly read: "That's my son. [I've] been to all [of his] photoshoots and this was not an exception. Everyone is entitled to their opinion about this. I really don't understand but not [because I'm] choosing not to but because it's not my way of thinking. Sorry."
Of course, this comes after the news that P Diddy was reportedly set to offer the kid a modelling contract for his own brand, Sean John, with a $1 million (£730,000) deal apparently on the table.
While Diddy's people haven't confirmed anything yet, the rapper did post to Twitter and Instagram pages with an amended version of the image, where the offending slogan had been replaced with 'Coolest King In The World'.
In the tweet, he also said: "Put some respect on it!! When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful."
Meanwhile, The Weeknd - whose real name is Abel Makkonen Tesfaye - has confirmed he will never work with the Swedish brand again after the clothing store was forced to apologise. He launched his debut line with H&M in 2017.
"Woke up this morning shocked and embarassed by this photo," the singer said on Twitter. "I'm deeply offended and will not be working with @hm anymore."
The hoody, along with the controversial image, has now been removed from stores, and H&M has apologised.
The brand tweeted: "We understand that many people are upset about the image of the children's hoodie. We, who work at H&M, can only agree.
"We're deeply sorry that the picture was taken, and we also regret the actual print. Therefore, we've not only removed the image from our channels, but also the garment from our product offering.
"It's obvious that our routines haven't been followed properly. This is without any doubt. We'll thoroughly investigate why this happened to prevent this type of mistake from happening again."
Featured Image Credit: H&M