H&M apologizes for 'Coolest Monkey' sweatshirt ad featuring black child

If you didn't already hear, H&M dived headfirst into the deep-end of the problematic pool and photographed a black child model in the hoodie "coolest monkey in the jungle".

New York Times columnist Charles Blow also tweeted at H&M, simply saying, "have you lost your damned minds?"

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Despite recently forming a partnership with fashion retailer H&M, the Weeknd says he's effectively cut all ties with the chain as the result of a racially offensive advertisement. The company replaced the image with one of the sweatshirt alone, and initially kept the product for sale on its website. Clothing giant H&M has apologized Monday, Jan. 8, 2017, and removed an advertising image of a black model in a sweatshirt with the words?Coolest monkey in the jungle.?? "We sincerely apologize for this image", the company said. "We believe in diversity and inclusion in all that we do, and will be reviewing our internal routines". "We, who work at H&M, can only agree", an H&M rep told Pitchfork.

The Weeknd first partnered with H&M previous year for multiple collections of custom clothing items, including jackets, parkas and sweatshirts. The singer wrote on Twitter today he was "shocked and disappointed" by the image and announced he would no longer be working with the Swedish brand.