Prior research has pointed out the importance of companies attending social media during company crises. Though limited studies have examined how crisis communication stands on social media platforms during real organisational crises. Done by a qualitative textual analysis conducted through official statements from H&M:s Facebook posts, Twitter posts and Instagram posts for this case, this study aims to explore how the crisis communication for H&M stood during their crisis “coolest monkey in the jungle” in January 2018 to see how H&M used effective crisis communication strategies. The textual analysis is used to study how the empirical material reveal recurrent strategies from Image repair theory together with the rhetorical concept of ethos pathos and logos. Based on prior research for crisis communication mainly made through case studies we use the same design which has been proven successful. Findings suggested how H&M regularly were using recurrent strategies from Image repair theory and the rhetorical concept in their crisis communication in this case. The outcome of this study shows an example for how crisis communication on social media can be and how effective crisis communication strategies can be used on social media.