The Weekend Cuts All Ties With H&M Following “COOLEST MONKEY IN THE JUNGLE” Advert.

The Weeknd will no longer be working with H&M. The hitmaker announced the split after the Swedish fast-fashion retailer came under fire on Monday (January 8) for putting a black child in a hoodie with the words “COOLEST MONKEY IN THE JUNGLE” plastered on the front of it.

“Woke up this morning shocked and embarrassed by this photo,” the XO boss wrote in a Twitter post denouncing the racist ad. : v

The Weeknd previously worked with H&M on a few collections in the past including Spring 2017’s Selected by The Weeknd. The company’s apology wasn’t enough to keep him on board.

“This image has now been removed from all H&M channels and we apologize to anyone this may have offended,” H&M spokeswoman Anna Eriksson said in a statement.

While the image has since been removed from H&M’s platforms, the damage was already done. Outrage has spread across social media, though some have tried to turn a negative into a positive by altering the racist image.

Check out some of the reactions below.

https://www.instagram.com/p/BdsMfbAnfN8/embed/captioned/?cr=1&v=8&wp=500#%7B%22ci%22%3A0%2C%22os%22%3A1713.6%7D

I hope everybody posting this H&M pic goes online or walks into @NipseyHusslestore and buys one these for their child and or one for themselves. It takes more than being against them. You have to be for us as well. https://t.co/9AptSuHXlfpic.twitter.com/s63uRo2x3V

Source: I hope everybody posting this H&M pic goes online or walks into @NipseyHusslestore and buys one these for their child and or one for themselves. It takes more than being against them. You have to be for us as well. https://t.co/9AptSuHXlfpic.twitter.com/s63uRo2x3V — A Strange Journey Into The Unimaginable | 3/16 (@MURS) January 8, 2018