With H & M under heavy fire due to a recent advertisement that many deemed both racist and offensive, celebrities have been quick to sever any ties they had with the fashion powerhouse. The latest of these public figures is G-Eazy, announcing his separation from the retailer on Instagram ahead of his collaborative collection releasing with them on March 1.

https://www.instagram.com/p/Bdvyi6nnZZD/?taken-by=g_eazy

The Oakland rapper discussed his disappointment with H & M via a lengthy post that detailed their cultural insensitivity. “Over the past months I was genuinely excited about launching my upcoming line and collaboration with H&M,” he began. “Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated … I’ve decided at this time our partnership needs to end.”

He later continued on with this sentiment, hoping that the situation helps the retailer in the long run. “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.”

The Weeknd was the first to cut ties with the company on Twitter shortly after the image was published.

woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore… pic.twitter.com/P3023iYzAb

— The Weeknd (@theweeknd) January 8, 2018