The Weeknd has cut all ties with H&M after one of its advertising photographs was labelled racist.
The singer, real name Abel Tesfaye, blasted the clothing giant for the picture published on their official website, saying he was shocked and embarrassed.
The advert shows a young black boy modelling a green hoodie with the slogan Coolest Monkey in the Jungle.
Taking to Instagram, The Weeknd shared the promotional shot and wrote: "Woke up this morning shocked and embarrassed by this photo. I'm deeply offended and will not be working with H&M anymore."
His defiant message was liked over 200,000 times by fans in support of his statement.
The Starboy singer had previously starred in campaigns for the fashion retailer and modelled for his clothing collaboration 'The Weeknd X H&M'
威肯在之前时尚零售业中也颇具建树，和H&M合作出品了自己的系列'The Weeknd X H&M'。
Basketball star LeBron James also added his voice to the famous faces calling out the slogan jumper.
The Cleveland Cavaliers player shared an edited photo where the 'coolest monkey' logo was replaced with a crown.
“You got us all wrong! And we ain't going for it! Straight up! Enough about y'all and more of what I see when i look at this photo," he wrote alongside the edited shot on Instagram.“
Following the Weeknd's statement, a spokesperson for H&M told the Mirror: "We completely understand and agree with his reaction to the image. We are deeply sorry that the picture was taken, and we also regret the actual print.
"We have removed the image from all our channels and the sweater is no longer for sale in our stores. We will also look into our internal routines to avoid such situations in the future. We will continue the discussion with the Weeknd and his team separately."