David Jones under fire for apologising to customer critical of black model

David Jones has been criticised for apologising to a customer who complained after the retailer used a black model on the cover of its catalogue.

David Jones has copped criticism on social media for appearing to pander to a customer who criticised the retailer's use of a black model. Pics: David Jones/AAP Source: AAP, Paul Miller

One of Australia's largest retailers has copped a barrage of social media criticism for apologising to a customer who complained about the use of a black model on a catalogue cover.

Sudanese-Australian Adut Akech, 17, fronts David Jones' Summer Beauty catalogue, launched in Sydney last week.

Her placement led a Gold Coast woman to post on the retailer's Facebook wall on Tuesday, complaining that Akech was unrepresentative of Australia's general population.

"How on earth am I expected to relate to this cover?" the woman wrote.

Source: Facebook

"I can't wear any of her make-up, I don't know ANYONE who looks like her...she could have been used on the back page...[by the way] did you even notice the irony? On the opening page you have a section on fake tans.

"You people have really missed the mark here, and I'm pissed off and sick of big companys [sic] going for the minority feel good. Please think about your shoppers next time."

David Jones responded by telling the customer the company was "so sorry you feel this way".

"We have passed your feedback on to our Marketing Department for their information and consideration," the reply concluded.

The woman's post has been removed by David Jones, however not before attracting more than 400 reactions, 350 comments and 47 shares. 

Customer comments condemned David Jones' initial response.

"Why are you apologising to someone for hate speech?" customer Katrina Bicket asked.

"DJ's show some character and backbone, and stop pandering to prejudiced people," Elvy Golden-Brown wrote.

"You should have stood up for your choice and defended your beautiful model, not grovelled to someone with the ridiculous idea that only models whose skin color they can relate to are acceptable on your cover."

A statement said David Jones' reply was not appropriate and made by a staff member "without enough thought as to how it could be misinterpreted".

"We have not, and will never, apologise for representing the diverse make up of the Australian community in our marketing materials or campaigns. This is at heart of our values as a company," the statement said.  

Adelaide's Akech is a fast-rising star of world fashion, having spent the last three seasons appearing exclusively for Saint Laurent including earlier this year at Paris Fashion Week.