After a certain advert resulted in uproar, rapper G-Eazy has backed out of a deal with H&M for his new clothing line.

The advert in question showed a black child wearing a hoodie saying, ‘coolest monkey in the jungle’. It’s perplexing to think how a company like this could be so tone deaf to social commentary. The company apologised to ‘anyone it may have offended’ and the ad has been taken down.

G-Eazy joins The Weeknd in cutting ties with the fashion firm over the advert.

 

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. Whether an oblivious oversight or not, it’s truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable. I can’t allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.

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G-Eazy had been due to launch a clothing line with H&M later in the year in March. The rapper and producer explained himself saying:

‘I can’t allow for my name and brand to be associated with a company that could let this happen. I hope that this situation will serve as the wakeup call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level.’

Celebrities have changed the image to promote a better message, including LeBron James and Diddy.

H&M responded by saying they had indeed messed up.

‘We strongly believe that racism and bias in any shape or form, deliberate or accidental, are simply unacceptable. We completely understand the criticism and we agree with it.
‘We will continue the discussion with G-Eazy and the Weeknd separately. We have had a good collaboration with the Weeknd for two collections during 2017, but have no current plans for a new collaboration.’