Swedish fashion chain H&M has recently come under fire for using a black child model to sell a hoodie inscribed with the phrase "Coolest Monkey In The Jungle."
Following the release of the image, many people took to social media to express how they feel about the situation and take matters into their own hands with a little help from Photoshop.
While some users redesigned their own versions of the hoodie with positive messages, like "Black is Beautiful," the trolls also jumped on the bandwagon with some tasteless edits.
One person went as far as using a photo of Madeleine McCann. The Twitter user shared the Photoshopped image of the three-year-old, who went missing over ten years ago while vacationing with her parents in Portugal. The meme shows Madeleine's head edited onto an H&M shirt with the slogan "Hide & Seek Champion" written on it.
The post has since received over 24,000 retweets and 68,000 likes. While some people praised the picture and dubbed it funny, many found it to be to awful and distasteful.
The missing girl's parents, Kate and Gerry, did not make any direct comments to the media about the photo, but a source close to the family told The Sun that the McCann's "can't believe all this tasteless rubbish is resurfacing again," adding, "It’s so offensive and so unnecessary."
"We’ve had this this sort of stuff before and now it’s back up there again," the source continued. "It causes more hurt to a family still suffering but they do their best to ignore negativity and spiteful postings."
Just a couple days since the photo went viral, the man behind it, Kieron March, has reemerged with a message for Madeleine's parents.