Burberry has apologised for featuring a hoodie with strings tied in the shape of a noose on their London Fashion Week runway.
The luxury fashion house was criticised by one of its own models, Liz Kennedy, in a lengthy Instagram post where she said: "Suicide is not fashion."
"It is not glamorous nor edgy and since this show is dedicated to the youth expressing their voice, here I go. Riccardo Tisci and everyone at Burberry, it is beyond me how you could let a look resembling a noose hanging from a neck out on the runway."
She said the noose not only evoked lynchings but also suicide.
"Let’s not forget about the horrifying history of lynching either," she added.
Marco Gobbetti, the brand's CEO, said in a statement Burberry is "deeply sorry for the distress" management has caused and has removed it from the autumn-winter collection, along with all images featuring the look.
Riccardo Tisci, Burberry's creative director, also apologised, saying "while the design was inspired by a nautical theme, I realise that it was insensitive."
Ms Kennedy and other critics said the company should have known better.
She said she asked to speak to somebody about it and was told to write a letter.
"I had a brief conversation with someone but all that it entailed was 'It's fashion. Nobody cares about what's going on in your personal life so just keep it to yourself.'"
Burberry is the latest fashion brand to be criticised for releasing designs which have been considered insensitive this month.
The gaffe comes after Gucci removed a sweater from the market last week after complaints the oversized collar designed to cover the face resembled blackface makeup.
In December, Prada stopped selling baubles which also prompted complaints of racist imagery.
Gucci and Prada have announced initiatives to foster cultural diversity and awareness among their employees to avoid future missteps.
And last year, Dolce & Gabbana cancelled a Shanghai runway show and apologised after complaints of their advertising campaign featuring a Chinese model trying to eat pizza, spaghetti and a cannoli with chopsticks was culturally insensitive.