Earlier this week, The Weeknd cut all ties with clothing brand H&M over an offensive photo. Now, fellow rapper G-Eazy is following his lead.
Controversial Ad Campaign
The ill-advised photo in question is part of an ad campaign for children's clothing. It features a black child wearing a hoodie emblazoned with the phrase "Coolest Monkey In The Jungle."
The rapper and singer whose real name is Abel Tesfaye has modeled in several H&M ad campaigns since last year. The company have also created several pieces for his XO brand.
The backlash to the ad campaign was swift, with celebrities including Questlove and LeBron James calling out H&M for being racially insensitive.
The company apologized in a statement and claimed they were removing it from all online channels and will not be selling it in the United States. However, they were soon forced to issue a second statement, doubling down on their apology as the chorus of voices grew louder.
This time around, they committed to remove the product globally.
G-Eazy Bows Out
It seems it may have been too little too late. On Tuesday, Jan. 9, rapper G-Eazy announced on his personal Instagram account that his partnership with H&M is also over, effective immediately.
G-Eazy had an upcoming clothing line with the company set for release next month. He accompanied his statement with the same disturbing photo in question, only with a crown and "Coolest King In The World" written across the boy model's chest instead.
"Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM... 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," G-Eazy wrote.
The "No Limit" hit maker went on to say that, whether intentional or not, it's "truly sad and disturbing" that something like this could be deemed acceptable in this day and age.
He doesn't feel he can be associated with the brand going forward, in light of what's happened.
H&M have yet to respond to G-Eazy's statement, but this is a major blow for the Swedish company with global reach, who have used such partnerships to further their status, particularly in the United States.