Burberry has apologized for a hoodie that featured a design resembling a noose, calling the look “insensitive.”
“We are deeply sorry for the distress caused by one of the products that featured in our A/W 2019 runway collection," Marco Gobbetti, Burberry chief executive officer, said in a statement Tuesday.
"Though the design was inspired by the marine theme that ran throughout the collection, it was insensitive and we made a mistake," he continued.
Gobbetti said the hoodie, which debuted during London Fashion Week Sunday, had been removed from its collection.
The fashion brand came under fire after model Liz Kennedy took to Instagram to express her grievances with the look.
“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,” she wrote on Sunday. “Riccardo Tisci [the company’s chief creative officer] 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.”
Kennedy noted the rising suicide rates in America and the country’s history of lynching.
“A massive brand like Burberry who is typically considered commercial and classy should not have overlooked such an obvious resemblance,” she said.
On top of that, Kennedy said people hung the hoodie from the ceiling and were joking about the design before the show.
When she tried to speak with someone about the instance, she was met with indifference.
“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,’” she wrote.
Gobbertti said he personally apologized to Kennedy and her experience “does not reflect who we are and our values.”