The Weekend is cutting ties with H&M following the fashion giant’s most fensive advert yet.
Over the weekend, the Swedish-based retailer came under heavy fire for using an image a black child to market a new sweatshirt with the phrase, “Coolest Monkey in the Jungle.”
Almost immediately, the fashion company faced an onslaught backlash for what many social media users and consumers the brand are calling a blatantly racist advertisement.
One former supporter H&M to part ways with the brand was the “Starboy” singer, who was an ambassador and had released his own line clothing under the label just last year. However, despite the partnership he once shared with the retail store, the artist made it publicly known that he would no longer be in business with the enterprise after the botched campaign.
“Woke up this morning shocked and embarrassed by this photo,” the star wrote on Twitter. “I’m deeply fended and will not be working with H&M] anymore…”
The ad has since been removed from the website as Monday (January 8), and H&M issued the following apology in response to the wave criticism: