Despite recently forming a partnership with fashion retailer H&M, the Weeknd says he’s effectively cut all ties with the chain as the result a racially fensive advertisement.

The ad features a black boy wearing a hoodie that reads “Coolest Monkey in the Jungle,” leading many online to quickly slam H&M for being so racially insensitive. 

“Woke up this morning shocked and embarrassed by this photo. I’m deeply fended and will not be working with H&M anymore,” the Weeknd tweeted this morning.
  The Roots’ Questlove also took to social media to speak out against the fending photo.
 

UPDATE (1/9, 9:45 a.m. EST): Diddy, YG, Pusha T and Belly have also reacted to the fensive ad. Read their responses below.
 
 

As previously reported, the Weeknd struck up a partnership with H&M last year, developing his own fashion line for the Swedish retail giant.

The ad was originally featured on H&M’s UK site, and following the backlash, the retailer issued the following statement after pulling the image: “We sincerely apologize for fending people with this image a printed hooded top. This image has been removed from all online channels and the product will not be for sale in the United States.”

H&M has since issued another statement Instagram.

As yet, the retailer has issued no statement regarding the Weeknd’s announcement that he will no longer be working with the company.