British fashion brand Burberry apologized after debuting a hoodie with a noose around the neck during its London Fashion Week show. The fashion house said it removed the clothing item from its collection after one of its models blasted the brand on Instagram on Sunday.

Burberry CEO Marco Gobbetti told CNN in a statement, “We are deeply sorry for the distress caused by one of the products that featured in our A/W 2019 runway collection.” He went on to say, “Though t he design was inspired by the marine theme that ran throughout the collection, it was insensitive and we made a mistake.”

Model Liz Kennedy, who wore the hoodie on the runway, said she objected to the noose being placed around the neck, but her concerns weren’t taken seriously.

“Suicide is not fashion,” she wrote on Instagram. “It is beyond me how you could let a look resembling a noose hanging from a neck out on the runway. I had asked to speak to someone about it but the only thing I was told to do was to write a letter.”

Kennedy claimed that staff joked about the noose prior to the show, while it was hanging from a ceiling, writes CNN. Adding that there’s a “horrifying history of lynching.”

“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’s chief creative officer Riccardo Tisci, apologized over the piece saying he now realized it was “insensitive.”

“I am so deeply sorry for the distress that has been caused as a result of one of the pieces in my show on Sunday,” he said. “While the design was inspired by a nautical theme, I realize that it was insensitive. It was never my intention to upset anyone.”