As a communications pro, you want to stay ahead of any crisis or even potential crisis.
The Weeknd will "not be working" with H&M after the company listed a children's hoodie with the words "coolest monkey in the jungle" printed on the front, accompanied by a photo of a black boy wearing the product.
New York Times columnist Charles Blow also tweeted at H&M, simply saying, "have you lost your damned minds?"More news: Sean Payton Takes Out The Broom As Saints Celebrate Sweep vs. Panthers
The brand removed the image and apologized, but kept in place other designs modeled by white children.
"This image has now been removed from all H&M channels and we apologize to anyone this may have offended", said H&M spokeswoman Anna Eriksson.
Toronto-based rapper, The Weeknd, who released his own line with H&M past year, announced via Twitter that he will no longer be working with the company. We are deeply sorry that the picture was taken, and we also regret the actual print.More news: Sears to close more than 100 additional stores
In a statement, H&M said, "We completely understand and agree with his reaction to the image".
Despite recently forming a partnership with fashion retailer H&M, the Weeknd says he's effectively cut all ties with the chain as the result of a racially offensive advertisement. It is obvious that our routines have not been followed properly.More news: Former Google Engineer Who Wrote Diversity Memo Files Suit
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