Should Nicki Minaj part with H&M over ‘coolest monkey’ racist advert?

Nicki Minaj H&M campaign

Nicki Minaj launched her H&M holiday collection in November 2017 (H&M)

Pressure is mounting for Nicki Minaj to cut ties with H&M over the clothing brand’s racism controversy.

Widespread outrage erupted after the high street store published an online advert featuring a young black boy wearing a jumper with the phrase: “Coolest monkey in the jungle.” By stark contrast, a white child in the same campaign wears a hoodie hailing him a “survival expert”.

H&M were forced to apologise but that did not prevent R&B singer The Weeknd from denouncing the brand. In a tweet on 8 January, the Starboy singer said: “Woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore.”

The Weeknd, 27, first partnered with H&M in early 2017 to launch a spring collection, while his second arrived in autumn.

Minaj, 35, is a new addition to the H&M family with her debut collection having launched in November 2017. The holiday collection is still available in stores throughout the UK and the campaign was shot in Scotland.

The Super Bass rapper is yet to comment on the controversy but fans are urging her to separate from the endorsement deal. One protestor tweeted: “@NickiMinaj should vacate sHaMe contract as well as others sales will dropped big!shame on you@h&m.”

Another suggested: “If Nicki Minaj plays her cards right right now, she could gain back a lot of old fans, make new ones, and make more money than she makes with H&M. I hope she doesn’t sell herself short again.”

One other weighed in: “So I’m eager to hear what Nicki Minaj’s has to say about this H&M Situation being that she just did a collab project with them.”

P Diddy reacted to the scandal by posting a Photoshopped version of the black boy instead wearing a crown. The hip hop mogul tweeted: “Put some respect on it!! When you look at us make sure you see royalty and super natural God sent glory!! Anything else is disrespectful.”

The Roots rapper Questlove also wrote on Instagram: “I’m sure the apologies are a coming. And the ads will be pulled.

“I’m certain there will Be media fixers and whatnot and maybe a grand gesture like a donation to some charity (donations under these circumstances are the corporate version #SomeOfMyBestFriendsAre move if there ever was one) all this tells me about @HM is that the seats in the boardroom lack something…wanna take a guess?”

H&M said in their apology: “We sincerely apologise for this image. It has been now removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do, and will be reviewing our internal routines.”

Should Nicki Minaj walk away from H&M?

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