The Swedish label has apologised for posting an image that showed a black boy wearing a green hoodie with the slogan 'Coolest Monkey in the Jungle' across it.
The image was deemed "disgusting and shameful" by a high number of people on social media, with the advertisement since pulled from H&M's website.
Lukaku opted to post his own version of the image onto his Instagram page, changing the slogan on the hoodie to "Black is Beautiful" and adding the message: "You're prince soon to be a king. Don't let anybody tell you different... #blackexcellence."
A post shared by Romelu Lukaku (@rlukaku9) on
The hoodie, which is designed for boys aged one to 10 years old, is still listed for sale on the H&M website, but the controversial image has been replaced by one of the clothing item alone.