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 offended and will not be working with H&M anymore," the Weeknd tweeted this morning.
Questlove also took to social media to speak out against the offending photo.
I'm sure the apologies are a coming. And the ads will be pulled. I'm certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity (donations under these circumstances are the corporate version #SomeOfMyBestFriendsAre move if there ever was one) all this tells me about @HM is that the seats in the boardroom lack something...wanna take a guess?
UPDATE (1/9, 9:45 a.m. EST): Diddy, YG, Pusha T and Belly have also reacted to the offensive ad. Read their responses below.
Put some respect on it!! When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful. pic.twitter.com/QVaxgngwh1— Diddy (@Diddy) January 8, 2018
FUCK H&M.— YG (@YG) January 9, 2018
I'm disgusted and disturbed but even words can't describe how wrong this is. it's blatant racism, and h&m needs to be held accountable. brother, i'm proud of you for taking action and hitting them where it hurts https://t.co/IJmxD5MxzK— BELLY (@reBELLYus) January 9, 2018
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 offending people with this image of 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 via Instagram.
As of yet, the retailer has issued no statement regarding the Weeknd's announcement that he will no longer be working with the company.