The Weeknd to No Longer Work With H&M Following Controversial Sweatshirt

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The Grammy victor tweeted about his disappointment in the popular clothing company's latest marketing attempt, which showed a young black boy wearing a hoodie that read "Coolest Monkey in the Jungle".

Many consumers reacted to the photo on social media, describing it as tasteless or worse, offensive.

It's hard not to believe there was no one in the room when the decision was made to use this image to promote a hoodie, an article of clothing that has specific meaning for the Black Lives Matter movement after the shooting death of Trayvon Martin in 2012.

UK Labor Party lawmaker Kate Osamor tweeted that she was "totally shocked, dismayed to say the very least" by the image.

The Weeknd said he is severing ties with H&M after it advertised a sweatshirt many said was racist.

"This is how we should represent our men as kings thank you!", one person said, while another added: "Yaaass, you're so, you're so, you're so AWESOME!"

"The entire narrative is a fail for 2018", the Twitter user said.

The ad was originally featured on H&M's United Kingdom site, and following the backlash, the retailer issued the following statement after pulling the image: "We sincerely apologize for offending people with this image of a printed hooded top".

As of Monday morning, the clothing giant's website still features the hoodie, but without anyone wearing it. They just removed the image of the boy wearing it and, instead, the ad merely shows the item itself. "SHAME ON YOU!" write Models of Diversity on Twitter.