G-Eazy has joined The Weeknd in announcing he will be cutting ties with high street store H&M after they featured a young black child modelling a sweatshirt with the slogan “coolest monkey in the jungle”.
The US rapper took to social media on Tuesday evening saying he’s terminated his contract.
“Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM,” he wrote.
“Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end.”
He continued: “I can’t allow for my name and brand to be associated with a company that could let this happen.
“I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.”
Earlier on Tuesday H&M issued an an apology and said it had removed it from all its marketing.
The ad was widely criticised for being racist, including by Canadian pop star – and now ex-collaborator – The Weeknd.
He said he would not do so again after seeing the advertisement.
“Woke up this morning shocked and embarrassed by this photo. I’m deeply offended and will not be working with @hm anymore…,” The Weeknd, whose real name is Abel Tesfaye, said in a tweet late on Monday.
The word ‘monkey’ has long been used by some as a racial slur.
Swedish H&M said in an emailed statement it fully understood and agreed with The Weeknd’s reaction to the image.
“We are deeply sorry that the picture was taken, and we also regret the actual print,” it said, adding that it would now look into its internal practices to avoid similar situations in the future.
Other celebrities criticising the advertisement via social media included US rap star Diddy and basketball star LeBron James.