After an H&M advertisement of a black child wearing a “Coolest Monkey in the Jungle” hoodie began to circulate the internet this morning, The Weeknd decided to sever ties with the company.

The singer took to Twitter to announce that he will no longer be working with H&M even though he began collaborating with them last year and had appeared in campaigns. “Woke up this morning shocked and embarrassed by this photo,” The Weeknd tweeted. “I’m deeply offended and will not be working with @hm anymore…”

The Weeknd wasn’t the only person that was bothered by the photo as many folks like T.I., Pusha T, Plies and more also spoke out about the ad:

“We understand that many people are upset about the image,” H&M told Pitchfork. “We, who work at H&M, can only agree. We are deeply sorry that the picture was taken, and we also regret the actual print. We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.”

Though H&M has released an apology, the conversation is definitely far from over and The Weeknd may not be the only one walking away from them.