photo credit: Matt Jelonek l Getty Images

The Weeknd has officially cut all ties with Swedish retailer brand H&M for the offensive and racially driven kids campaign.

Receiving backlash from a recent ad that ran in the U.K., with an African American child wearing a green pull over hoodie, that read ‘Coolest Monkey in the Jungle, R&B crooner Abel Tesfaye woke up to the disturbing news and took to his twitter account to denounce the advertisement and end his collab with the popular clothing brand.

The Weeknd has collaborated on several signature collections with the trendy brand, but this morning, he ended his partnership with H&M, stating:

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore…

The Weeknd will be headlining Coachella this coming Spring.

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore… pic.twitter.com/P3023iYzAb

— The Weeknd (@theweeknd) January 8, 2018