via H&M (@hm on Instagram)

The Weeknd moves quickly in everything he does, and he has now cut ties with one of the biggest brands in fashion without so much as a slight hesitation in the name of calling out racism, even if it was accidental.

The R&B/pop star tweeted this morning that he was “shocked and embarrassed” by a photo posted on H&M’s website, and that after seeing the image, he “will not be working with” the giant anymore.

The image he’s talking about is one of a black child wearing a green hoodie featuring the words “coolest monkey in the jungle.” The Swedish retailer was immediately called out by thousands of people on Twitter, and the gaffe didn’t take long to reach The Weeknd. The GRAMMY winner released a clothing line with H&M featuring his name and logos just last year while he was promoting his Starboy album, and now he has made it clear that he won’t be repeating that partnership.

H&M has responded to the backlash by apologizing, and the company issued the following statement about the incident:

"We sincerely apologize for offending people with this image of a printed hooded top. This image has been removed from all online channels and the product will not be for sale in the United States."

The Weeknd hasn’t yet publicly commented on H&M’s apology, but given how severe the infraction, it’s unlikely that one issued statement will be enough to win the musician over and make him come back...and the same is likely true for many shoppers who were shocked and disgusted by the company’s poor judgment.

If you loved The Weeknd's comic book, check out the video below, where it turns out there might be more musical comics on the way...