The Weeknd Reacts To H&M’s Controversial Campaign, Says He Won’t Be Working With Them Anymore

The internet reacted fiercely earlier today after a racially insensitive picture from Swedish clothing brand, H&M made its way to social media.

The picture which sees a little black boy modelling a hoodie with the inscription, “Coolest Monkey in the Jungle”, has a lot of people calling out the clothing giant and threatening to boycott them and not even an apology from the brand could dissuade them.

Singer, The Weeknd who has been collaborating with the brand since 2017 took to social media to express his disappointment at the brand for the insensitive ad and announced he is cutting all ties with the cloth makers.

“Woke up this morning shocked and embarrassed by this photo. I’m deeply offended and will not be working with H&M anymore,” he wrote.

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore… pic.twitter.com/P3023iYzAb

— The Weeknd (@theweeknd) January 8, 2018

Other celebrities like Diddy, Trey Songz and Questlove have also voiced their displeasure with the campaign.