A disturbing viral video has put fast fashion giant H&M at the center of yet another racial profiling controversy. The footage, which has racked up millions of views across social media platforms, shows a store employee confronting two Black female teenagers and demanding they leave without providing any apparent reason for the eviction.

When one of the teens calmly asks, “Why are we being asked to leave?” the employee refuses to answer. Instead, she insists that the group exit the store immediately, later suggesting they might become violent if they remain.

In the video, she tells them, “You’re escalating,” even though the teens appear composed throughout the interaction.

The implication—that their mere presence could lead to violence—has ignited widespread criticism, with many online users labeling the incident as a textbook example of anti-Black bias.

“This is exactly how racial profiling plays out in real life,” one TikTok commenter wrote. “They don’t need a reason. Just your skin color and a gut feeling.” 

The video has also drawn backlash from civil rights groups and retail watchdogs, who once again urge corporations to reevaluate how they train employees on bias, conflict resolution, and customer engagement.

A Pattern of Discrimination?

H&M has not yet issued a formal statement regarding the incident, but the company is no stranger to public backlash over race-related missteps. In 2018, the brand came under fire for using a Black child to model a hoodie with the phrase “Coolest Monkey in the Jungle.” The campaign led to global outrage and a promise from the company to do better.

But critics argue that meaningful change has yet to materialize.

The retailer has since released an apology. 

“We take the incident from February of last year at our Albuquerque store very seriously,” a statement reads. “Following the incident, we immediately acted according to our strict guidelines. The employee in question is no longer employed by H&M. We extend a sincere apology to the affected customers.”