Burberry apologises for new hoodie design with noose around the neck

Global fashion giant Burberry has joined the long list of brands to have faced the social media firing squad, after they debuted a hoodie recently that featured a noose around the neck.

The hoodie was shown at London Fashion Week and immediately drew sharp reaction from models and social media users who said it evoked lynchings and suicide.

Taking to Instagram, one of the brand's models Liz Kennedy shared her outrage at the design.

In her post, Liz said she was "extremely triggered" by the design but when she complained was apparently told it was fashion. 

"Also to add in they briefly hung one from the ceiling (trying to figure out the knot) and were laughing about it in the dressing room. I had asked to speak to someone about it but the only thing I was told to do was to write a letter. I had a brief conversation with someone but all that it entailed was 'it's fashion'."

Burberry CEO Marco Gobbetti said in a statement to Fortune on Tuesday that the brand was "deeply sorry for the distress" the hoodie had caused and would pull it from its autumn-winter collection.

The brand's creative director Riccardo Tisci also explained that the design was "inspired by a nautical theme" but said he realised it was insensitive.