Smith & Caughey's sells 'lynch mob' coat by Australian designer Salasai

The advertisement on Smith & Caughey's website has since been changed. Photo / Twitter

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.

The coat has since been renamed on the department store's website as "Check Wool Coat" and a spokesperson has defended the Auckland retailer, noting it didn't choose the name of the garment.

Meanwhile a spokesperson for Salasai told the Daily Mail the original inspiration for the coat's name came from film icon David Lynch, of Twin Peaks and Mulholland Drive fame.

"[The coat] was created due to David Lynch's cult-like mob following at the height of his popularity who were often referred to as The Lynch Mob," they said.

They said "sensitivity" around the garment's name was brought to their attention by customers several weeks ago and they had changed the name to Lynch Coat, acknowledging an "oversight" on their part.