Reports state that Diddy, founder and CEO of Sean John, will offer $1 million contract to the little boy from the H&M ad. The renowned retail company began the new year off on the wrong foot. They released an ad of a Black child in a monkey sweatshirt. Since Monday, the company has lost two of its biggest endorsor.

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Puff Daddy joined the conversation immediately, posting on Instagram a re-mixed version of the ad where the young child’s shirt swaps out “monkey” for the more accurate description “king”.  Other artists have taken to social media to express their outrage. Both disgusted and disappointed following the ad, The Weeknd and G-Eazy have pulled their support from H&M.