Yesterday, Swedish fast-fashion giant H&M was on the receiving end of widespread outrage after it released a photo for a children's hoodie printed with the words "coolest monkey in the jungle" featuring a black child wearing the piece in question. The hoodie and image were, understandably, met with immediate and significant disapproval online. But in addition to a mass of negative posts on social media—which included an uplifting post from LeBron James—H&M also now has lost one of their biggest endorsers in The Weeknd.

The brand's partnership with the Canadian singer launched in 2016, and over almost two years it's been a solid lineup of the kind of minimal staples The Weeknd turns to time and time again, including slim jeans, bomber jackets, and hoodies. But none of the added exposure or money that comes with a deal like this was enough to stop The Weeknd, who stated that he was "shocked and embarrassed" by the image, from terminating his relationship with the brand.

In response, H&M issued a statement on Twitter expressing remorse for the image and the garment itself, and announced plan to pull the offending piece from stores. Today, it released an "unequivocal apology."

We reached out to H&M to confirm that the company's relationship with The Weeknd is in fact over, and will update this post with the brand's response.

Update: H&M has released a statement on The Weeknd's reaction to its hoodie: