Auckland retail store Smith & Caughey's has been called out over the advertisement of a "lynch mob" coat, modelled by a black woman and designed by Australian fashion label Salasai.
A Twitter user shared a screenshot of the $750 coat advertised online after admiring it while shopping in Smith & Caughey's Queen St store.
Social media users have responded with outrage. One person tweeted: "Hey Smith and Caughey genuine question - wtf were you thinking?"
Another wrote: "Yup offensiveness on offensiveness on offensiveness @SmithandCaughey".
The term lynch mob refers to a group intent on attacking someone. In American history, lynch mobs were particularly prominent in race-hate crimes against African Americans.