J Crew has been under scrutiny after a picture leaked of a so-called 'racist' advertisement.
The dispute began when a user uploaded the ad featuring a black male model surrounded by the words "We Own Them."
The image subsequently featured on the front page of Reddit and was shared over a million times.
However the original picture that was posted to Reddit wasn't true to the commercial as someone had covered a key word in the campaign "Stripes" with their thumb.
It's likely that the cover-up was intentional and it's unclear where the photo originated.
After the non-racist truth came out people flocked to Twitter to react:
Remember that J Crew ad from a couple of days ago? A white dude covered the first line just to anger blacks. Intimidation— Sara(fina) (@Miss_SaraJoy) June 18, 2015
The fact that someone would go out of their way to make a J. Crew ad seem racist is ridiculous. What is wrong with people.— Yayo (@Skeletwhore) June 17, 2015
J. Crews' team are yet to comment on the incident, but we can speculate that they will be more careful with their adverts in future.