Due to numerous protests surrounding the recent H&M ad, in which a black child wore a sweatshirt that had the slogan "coolest monkey in the jungle," H&M has temporarily shut down over 17 stores for employee and customer safety.

The pictures of the protests showed people outside or marching through a store. Others showed people toppling mannequins, overturning racks and scattering clothes.

"Out of concern for the safety of our employees and customers we have temporarily closed all stores in the area," H&M said in an emailed statement on Saturday, January 13th.

H&M's formal apology to the public just wasn't enough. People are still furious at their decision to make this public, and the anger doesn't seem to be slowing down.

The question is not when it will end, but will it at all? This ad has created so much negative buzz for the company, it is going to be hard for them to come back from this. "The Weeknd," a Canadian singer, songwriter, and record producer, who has had an ongoing endorsement relationship with H&M, expressed his shock, through Twitter. "Woke up this morning shocked and embarrassed by this photo. i'm deeply offended and will not be working with @hm anymore.." said The Weeknd. From losing endorsement deals, to the violent protests in South African stores, it is not looking up for H&M.

Although, this is not the first time something like this has happened to a clothing company.  Zara previously removed striped pajamas with a yellow star after facing outrage over its resemblance to clothes worn by Jewish prisoners in concentration camps. Also, in October 2017, Dove apologized for airing a commercial showing a black woman turning into a white woman after removing her top.

Because this has happened before it is safe to say that eventually H&M will be able to move past this lack in judgement, but for now, they are on a slow decline from bad to worse.