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29th September 2014
12:01pm BST

The shoot sparked an angry reaction from some customers, who took to social media to make their feelings known.
Did no-one in the Matalan advertising team think to say 'Mmm maybe it's not a good idea to dress the black child as a monkey'
— LukAttar (@DarknLurvely) September 29, 2014
"LOOK: Matalan use black children to model monkey outfits. Is this racist? http://t.co/l1ickrXgns pic.twitter.com/taSOps4aYc" YES it is
— Machiavelli (@NotYourMate) September 29, 2014
matalan dressing the ONLY black child model in their shoot in the monkey onesie, IS racism. that's all.
— COUNTESS WILDER. (@stannigrace_) September 29, 2014
However many others believe that the outcry is political correctness gone too far. The company have defended the shoot, telling ITV News that the children chose the outfits themselves. They added that it is "very sad that some people have turned this into a race issue."