The said photo showed two boys wearing hoodies on H&M's United Kingdom store website.
On top of calls for a boycott of the brand, the Weeknd, one of the H&M's biggest collaborators, announced that he would no longer work with the mass retailer. 'Woke up this morning shocked and embarrassed by this photo, ' the singer wrote on Twitter.
H&M isn't the first clothing company to come under fire for clothing that can be construed as offensive.
The ad also sparked a backlash on social media with some branding it inappropriate and disgusting. "We sincerely apologize for this image", the company said.
Meanwhile, art of the kid model in a reworked hoodie bearing the words "coolest king in the world" has gone viral after being shared by Diddy on Twitter.
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Trade analyst Taran Adarsh has confirmed this news but an official confirmation from the filmmakers is awaited. The board also suggested modifications in disclaimers and relevant changes in the song " Ghoomar ".
In a statement, H&M said (via Sky News): "This image has now been removed from all H&M channels and we apologise to anyone this may have offended". "We believe in diversity and inclusion in all that we do and will be reviewing our internal routines". "I'm deeply offended and will not be working with @hm anymore".
You've got really to wonder who signed off on this, haven't you?
Despite the R&B star's condemnation of the ad, items from The Weeknd X H&M line were still being offered on the company's website as of Monday.
The other hoodies in the category, which featured more neutral phrases like "survival expert" and print of giraffes and tigers, were all worn by white child models.
The multiple Grammy Award-winning performer, who has had several number one albums in the U.S. and Sweden, previously worked on two collaborations with H&M, the second of which was released in the autumn of 2017.