The backlash over H&M's racist ad featuring a black boy wearing a "coolest monkey in the jungle" hoodie has rightfully been swift and brutal.
In addition to the beating the Swedish company has taken online, The Weeknd terminated his partnership with the company and now, so has G-Eazy. The Bay Area rapper went online to announce the end his partnership with the retailer.
“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 went on to call the fact that image passed through so many hands approval "disturbing."
"Whether an oblivious oversight or not, it's truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes so many (stylist, photographer, creative and marketing teams) and be deemed acceptable," he wrote. "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."
The company did apologize for the ad, though it left a lot to be desired.
“We sincerely apologize for fending people with this image a printed hooded top,” the company said in a statement. “We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.”
Meanwhile, the fall out continues. Take a look at G-Eazy's IG post below.