Rapper G-Eazy has dropped his upcoming line with H&M amid the controversy surrounding the company’s new online ad.
Canadian pop star The Weeknd cut all ties with the Swedish retail giant on Monday (08Jan17) after flagging up the offensive campaign photo, which features a young black child wearing a green hoodie emblazoned with the words ‘Coolest Monkey in the Jungle’, and now G-Eazy has followed his peer’s lead by severing his professional relationship with the brand.
“Over the past months I was genuinely excited about launching my upcoming line and collaboration with @HM…,” the No Limit hitmaker wrote on his Instagram account on Tuesday. “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 attached his message to a reimagined image of the offensive ad, with the revamped illustration featuring the same boy donning the hoodie with the words ‘Coolest King in the World’ instead.
The hip-hop star concluded his announcement by slamming H&M bosses for allowing the racist campaign photo to pass approval.
“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,” he noted.
“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.”
G-Eazy’s first line with H&M was due to be released in March (18).
Meanwhile company bosses have issued an apology to The Weeknd, who partnered with H&M bosses last year to launch his second clothing collection for the chain, insisting they “believe in diversity” and are reviewing their internal policies to “avoid any future issues”.
– Cover Media0