The American rapper has severed ties with the store after they shared a ‘racist’ advert on Tuesday (09 January 2018).
G-Eazy was set to release a collaborative collection with the fashion giant but has pulled out of the money-making deal after finding the image to be “disturbing”.
He said he hopes his actions will serve as a “wake up” call to the high street brand, with the No Limit hitmaker writing on Instagram: “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.”
TOWIE’s Lucy Mecklenburgh shows off her stunning fur-like jacket [FlyNet]
The campaign image features a black child wearing a hooded green jumper with the slogan ‘coolest monkey in the jungle’ emblazoned across the torso.
The young model tucks his hands into the pockets of his jeans as he stares into the camera, standing in front of a white backdrop.
The Weekend was the first public figure to express his disgust at the photo, while rapper P-Diddy has now offered the youngster a million dollar contract to model with his company.
He also shared an artist’s impression of the image on his social media – which has gone viral online – and captioned it: “Put some respect on it!! When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful.”
Elsewhere, Manchester United footballer Romelu Lukaku – who was confused for rapper Stormzy by an Irish newspaper last year – reacted to the advert. The 24 year old wrote on Twitter: “You’re prince soon to be a king. Don’t let anybody tell you different… #blackexcellence”.
The post received over 150,000 likes in 12 hours.