Calm has since been restored at the Menlyn shopping centre following the chaotic protest earlier today, which resulted in police cordoning off the entire level on which the shop was located.
The Swedish clothing store known as H&M may have apologized for an advertisement showing a black child wearing a sweatshirt that said "coolest monkey in the jungle", but that apology was clearly not accepted in South Africa, as protests by the Economic Freedom Fighters (EFF) ended with serious property damage.
This follows a racist advert in the United Kingdom. The retail chain apologised to customers via its Twitter account and said the garment was no longer for sale.
"Because we didn't see, we just saw now when we passed here, we saw the police in there, and the dolls are lying down, so we thought it was a robbery".
The Economic Freedom Fighters (EFF) protesters targeted six H&M stores, tearing down shop displays and throwing clothes around, police said.
The site reports that police eventually had to intervene, firing off rubber bullets to make the protesters scatter.
"That... nonsense of a clothing store is now facing consequences for its racism", deputy leader Floyd Shivambu wrote on Twitter.
H&M hasn't had the best experience in Africa in the two years since its first store opened on the continent.
The worldwide chain store earlier this week apologised after an outcry on Twitter over an advert depicting a black child wearing green hoodie with the inscription "coolest monkey in the jungle".
No injuries have been reported and no arrests were made.
"We would like to assure our customers that the safety and security of all shoppers and tenants is of paramount importance and we apologise for any inconvenience caused".
H&M has not yet responded to a media query over the demonstrations in South Africa. The EFF will, with determination and consistency, associate with the protest movement in South Africa and will also join in struggles that defy unjust laws.