Mother of child in H&M ad speaks out on controversial ad

The mother of a black child featured in a photo shoot slammed as racist has said that those outraged by the image of her son are “crying wolf,” according to reports.

Swedish clothing giant H&M was forced to issue repeated apologies after the page for a hoodie available in Europe featured an image of the boy with the words “coolest monkey in the jungle” on his chest.

Social media users took note that a white child in a similar hoodie was a “survival expert” and decried the company as insensitive to the history of “monkey” being used as a slur against black people.

“Stop crying wolf all the time, unnecessary issue here ......... get over it,” a woman who said she was the mother of the boy claimed in Facebook messages published on social media.

She said that she was at the shoot and that everyone is entitled to have an opinion about it, but that outrage was “not my way of thinking.”

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The comments were reported by multiple news outlets, though the woman connected to the account, who lives in Sweden, did not immediately respond to a request for comment from the Daily News.

After originally sending the News a terse apology saying that they were sorry if people took offense to the image, H&M has stopped selling the hoodie and said it will do “everything we possibly can to prevent this from happening again in the future.”

“We have a responsibility to be aware of an attuned to all racial and cultural sensitivities - and we have not lived up to this responsibility this time,” it said.

The more meaningful mea culpa came after stars such as The Weeknd, who had a clothing line with the brand, said they would no longer do business with the Scandinavians.

Other celebrities such as LeBron James and Diddy also criticized H&M and posted edited pictures showing the boy with a crown.