LOS ANGELES-The Weeknd has ended his partnership with H&M has after one of its advertising campaigns was accused of being racist. The high street retail firm attracted fierce criticism online after an ad featured a black child modelling a hoodie that says ‘’coolest monkey in the jungle’’, and that’s led the Canadian star to terminate his relationship with the Swedish brand. Alongside a picture of the controversial commercial,

The Weeknd - who has a clothing line with the retailer - wrote on Twitter: ‘’woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with H&M anymore.’’ Meanwhile, in response to the backlash, H&M apologised to ‘’anyone this may have offended’’.

The controversial photograph featured in the children’s section of H&M’s UK site.

The hoodie is still available to buy on the company’s website, but the child no longer features in the advert.

The Swedish firm explained: ‘’This image has now been removed from all H&M channels and we apologise to anyone this may have offended.’’ One of the most notable critics of H&M’s ad campaign has been NBA star Lebron James, who issued his own response via Instagram.