The Weeknd announced via Twitter that he is ending his relationship with clothing brand H&M after the Swedish retailer used a black child model to advertise a hoodie with the slogan “coolest monkey in the jungle” written across the chest.
“Woke up this morning shocked and embarrassed by this photo,” The Weeknd wrote on Twitter along with the offending photo. “I’m deeply offended and will not be working with H&M anymore.” The Toronto singer began working with H&M in February 2017, launching a collaborative collection and video. He recently released an XO-themed menswear collection with H&M in September.
Following backlash from The Weeknd, Questlove, and others on social media, H&M issued a statement:
We understand that many people are upset about the image. We, who work at H&M, can only agree. We are deeply sorry that the picture was taken, and we also regret the actual print. Therefore, we have not only removed the image from our channels, but also the garment from our product offering globally. It is obvious that our routines have not been followed properly. This is without any doubt. We will thoroughly investigate why this happened to prevent this type of mistake from happening again
— The Weeknd (@theweeknd) January 8, 2018