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The Weeknd cuts ties with H&M over 'deeply offensive' ad

The Weeknd announced Monday he will no longer work with H&M, after the retailer released an ad showing a black boy wearing a hoodie that read "Coolest Monkey in the Jungle."

"Woke up this morning shocked and embarrassed by this photo," the singer tweeted. "I'm deeply offended and will not be working with @hm anymore." In 2017, The Weeknd started collaborating with H&M on a clothing line, and he has appeared in ad campaigns.

In a statement, H&M apologized and said the hoodie is being taken off the market. "We understand that many people are upset about the image," the company told Pitchfork. "We, who work at H&M, can only agree. We are deeply sorry that the picture was taken, and we also regret the actual print."