The Weeknd is the latest celebrity to sever ties with fashion company H&M over claims of racism.

Twitter erupted in anger on Monday after H&M posted an paradigm from an advertizing showing a blackness kid wearing a hoodie with the words "Coolest Monkey In The Jungle Gym." Folks started calling out the fashion brand for the racist gesture and The Weeknd, who has been doing business with the outlet for over a year now, quickly condemned the brand in a scathing tweet saying he will immediately end doing business organisation with them.

"Woke up this morning time shocked and embarrassed by this photo. I'm deeply offended and will not be working with H&M anymore," he wrote on Twitter along with posting the questionable image. The R&B singer, built-in Abel Tesfaye, started working with H&M last year by promoting gears from the fashion brand before he started collaborating on dissimilar pieces through his own XO brand. Sources shut to the singer has indicated that he will go on to release new lines from his XO brand without a retailer behind information technology or through possible new partnership.

The Weeknd also currently has a partnership with Puma and his gears have been selling out fast. Every bit for H&K, the company has since released a statement apologizing for the ad while vowing to become to the bottom of what really happened. "Nosotros sincerely repent for offending people with this epitome of a printed hooded top," H&Thou said in a argument (via United states of america Today). "The image has been removed from all online channels and the production volition non be for sale in the United states of america.We believe in diverseness and inclusion in all that we do and will be reviewing all our internal policies appropriately to avoid whatsoever time to come issues."

Since the news went viral, the visitor has been getting hammered by celebrities and fans alike who are showing no mercy on social media.