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The Weeknd is not feeling H&M anymore. After a controversial photo of a black child modeling a hoodie reading “Coolest Monkey in the Jungle” appeared on the retailer’s website, the singer announced that he officially is cutting ties with the brand.

The 27-year old artist tweeted on Monday, “Woke up this morning shocked and embarrassed by this photo. I’m deeply offended and will not be working with H&M anymore.”

Backlash over the photo spread on social media, with many calling out the ad as racially insensitive. H&M released a statement, but apparently it wasn’t good enough for Abel. The singer – real name Abel Tesfaye – began his association with H&M in 2017, modeling in ad campaigns and collaborating on pieces for his XO brand.

Other celebrities who have worked with the brand include Jesse Williams and Nicki Minaj, who co-starred in a holiday commercial for the fashion line late last year. We wonder if they too will follow suit, and also cut ties with the fashion retailer.

In the meantime other celebs have expressed their dismay.

“I’m sure the apologies are a coming, said QuestLove on Twitter. “And the ads will be pulled. I’m certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity (donations under these circumstances are the corporate version #SomeOfMyBestFriendsAre move if there ever was one) all this tells me about @HM is that the seats in the boardroom lack something…wanna take a guess?”

Diddy also shared a re-vamped image for his Instagram followers with the caption: “Put some respect on it!! When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful.”

While Snoop Dogg posted a video with the young boy now sporting a crown and the word “royalty” on his green sweater.

The way I c. It 👊🏾

A post shared by snoopdogg (@snoopdogg) on

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