By noon Thursday, H&M products were removed from all major Chinese e-commerce platforms, including Taobao and JD. Huang Xuan and Song Qian, two Chinese brand ambassadors of H&M with millions of followers on social media, have severed ties with the company, according to announcement from their representative on Wednesday.

H&M has more than 400 stores in China.

Further, the Chinese public has noticed that international companies including Nike, Adidas, Zara, Fila and Gap have issued similar statements about Xinjiang, which has triggered calls for wider boycotts of those brands.