It’s never the right season to wear blackface.
Gucci sold a black sweater with a turtleneck covering half a person’s face with red lips — and was left red-faced when social media users slammed the garment as depicting blackface.
To make matters worse, the Fall Winter 2018 item from the luxury Italian brand gained attention during Black History Month and as American politicians got tangled in blackface controversy.
“Gucci deeply apologizes for the offense caused by the wool balaclava jumper,” the company said in a statement Wednesday. “We can confirm that the item has been immediately removed from our store and all physical stores.”
The turtleneck sweater was being sold for $890 before being pulled.
“We consider diversity to be a fundamental value to be fully upheld, respected, and at the forefront of every decision we make,” Gucci added.
The apology came shortly after social media users blasted the fashion brand for the offensive design.
“Haute Couture Blackface for the millennials,” a social media user tweeted.
Another tweet read, “They have a mask to match so you can have a chic classic black face moment without the mess of paint.”
“Wow! All the money in the world, all the education a person could want, and yet the people at @gucci couldn’t understand that this was COMPLETELY AND TOTALLY RACIST! Wow!” a Twitter user said.
Other clothing companies have received bad press for similar reasons.