H&M

{{Short description|Swedish clothing retail company}} {{About|the fashion chain|other uses|H&M (disambiguation)}} {{promotional|date=April 2021}} {{Use dmy dates|date=August 2024}} {{Infobox company | name = H & M Hennes & Mauritz AB | logo = H&M-Logo.svg | logo_upright = 0.70 | trade_name = H&M | type = Public | traded_as = {{nowrap|{{OMX|SSE992|HM B}}}} OMX Stockholm 30 | ISIN = {{ISIN|sl=n|pl=y|SE0000106270}}<ref>{{cite web|url=http://www.nasdaqomxnordic.com/aktier/microsite?Instrument=SSE992|title=HM B, HENNES & MAURITZ B, (SE0000106270)|website=Nasdaqomxnordic.com|access-date=16 February 2022}}</ref> | industry = Retail | genre =  | fate = | predecessor = | successor = | foundation = {{nowrap|{{start date and age|1947|df=yes}} (as ''Hennes'')}} Västerås, Sweden | founder = Erling Persson | defunct =  | location_city = Stockholm | location_country = Sweden | locations = 4,338 stores (2024)<ref>{{Cite web |title=Markets and expansion |url=https://hmgroup.com/about-us/markets-and-expansion/ |access-date=2024-09-23 |website=H&M Group |language=en-US}}</ref> | area_served = Worldwide | key_people = {{nowrap|Karl-Johan Persson (chairman)}} {{nowrap|Daniel Erver (CEO and president)<ref>{{cite web|url=https://hmgroup.com/about-us/corporate-governance/ceo.html|title=CEO of H&M Group|website=Hm.com|access-date=31 January 2024|archive-date=4 October 2020|archive-url=https://web.archive.org/web/20201004121718/https://hmgroup.com/about-us/corporate-governance/ceo.html|url-status=dead}}</ref>}} | products = Clothing Accessories | production = | services = | revenue = {{increase}}US$24.8 billion (2019)<ref name=k>{{Cite web|url=http://www.forbes.com/companies/hm-hennes-mauritz/?list=global2000/&sh=75288b46727b.|title=H&M – Hennes & Mauritz|website=Forbes}}</ref><ref name="H&M Annual Report 2016">{{cite web |url= https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20Report%202016.pdf |title= Annual Report 2016 |access-date= 27 February 2018 |publisher= Hennes & Mauritz |archive-date= 27 January 2018 |archive-url= https://web.archive.org/web/20180127083837/http://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20Report%202016.pdf |url-status= dead }}</ref> | operating_income = {{decrease}}US$1.8 billion (2019)<ref name="Operating profit of the H&M Group">{{cite web |url= https://www.statista.com/statistics/252191/profit-of-the-h-und-m-group-worldwide/ |title= Operating profit of the H&M Group worldwide from 2009 to 2019 |access-date= 2 April 2020|publisher= Statista}}</ref> | net_income = {{increase}}US$1.5 billion (2019)<ref name=k/> | aum = | assets = {{Increase}}US$19.3 billion (2019)<ref name=k/> | equity = {{Increase}}US$6.919 billion (2016)<ref name="H&M Annual Report 2016"/> | owner = Stefan Persson (36%) | num_employees = 140,000{{efn|Total full-time equivalent positions; H&M reports do not publish total full-time, part-time and casual employment levels.}} (2024) | parent = | divisions = | brands = {{ubl|COS|& Other Stories|Weekday|Monki|Cheap Monday|ARKET|H&M Home| Afound|Sellpy}} | footnotes = <ref>{{cite web | title=Reports and presentations | website=H&M Group | date=1 February 2024 | url=https://hmgroup.com/investors/reports/ | access-date=26 February 2024}}</ref><ref>{{cite web | last=Værnéus | first=Anders | title=svenskt mode i över 70 år | website=Dagens PS | date=15 February 2023 | url=https://www.dagensps.se/foretag/historien-om-hm-svenskt-mode-i-over-70-ar/ | language=sv | access-date=26 February 2024}}</ref><ref>{{cite web | last=BarkText | first=Susanne | title=H&M:s historia inifrån | website=Dagens industri | date=13 April 2017 | url=https://www.di.se/weekend/hms-historia-inifran/ | language=sv | access-date=26 February 2024}}</ref><ref>{{cite web | title=HM B, Hennes & Mauritz B, (SE0000106270) | website=Nasdaq | url=https://www.nasdaqomxnordic.com/shares/microsite?Instrument=SSE992 | access-date=26 February 2024}}</ref> | intl = | homepage = {{URL|https://www.hm.com/|hm.com}} (retail) {{URL|https://hmgroup.com/|hmgroup.com}} (corporate) }} '''H & M Hennes & Mauritz AB''', commonly known by its brand name '''H&M''', is a Swedish multinational clothing company headquartered in Stockholm. Built on a fast fashion business model, the retailer sells apparel, accessories, and homeware. The company operates thousands of stores across 75 geographical markets and employs over 171,000 people worldwide.<ref>{{Cite web |title=H&M Group Annual and Sustainability Report 2021 |url=https://hmgroup.com/wp-content/uploads/2022/03/HM-Group-Annual-and-Sustainability-Report-2021.pdf |access-date=5 July 2022 |website=H&M Group}}</ref>

H&M is the second-largest international clothing retailer after Inditex.<ref name=":1">{{Cite web |url=https://www.tharawat-magazine.com/facts/top-5-largest-fashion-clothing-retailers-world/ |title=Top Five Largest Fashion Retailers in the World|date=15 December 2018}}</ref><ref>{{Cite web |title=Sales of major apparel retailers worldwide 2022 |url=https://www.statista.com/statistics/242114/sales-of-the-leading-10-apparel-retailers-worldwide/ |access-date=2 June 2024 |website=Statista |language=en}}</ref> H&M was founded by Erling Persson in 1947 under the name Hennes. The CEO of H&M from 2020 to 2024 was Helena Helmersson. The current CEO, as of January 2024, is Daniel Ervér.<ref>{{Cite news |date=31 January 2024 |title=H&M Names Company Veteran Erver CEO as Helmersson Steps Down |url=https://www.bloomberg.com/news/articles/2024-01-31/h-m-names-company-veteran-erver-ceo-as-helmersson-steps-down |access-date=31 January 2024 |work=Bloomberg.com |language=en}}</ref><ref>{{Cite web |date=31 January 2024 |title=H&M CEO quits as fashion group fails to keep up with rivals |url=https://www.foxbusiness.com/markets/hm-ceo-quits-fashion-group-fails-keep-up-rivals |access-date=9 August 2024 |website=foxbusiness.com |language=en-US}}</ref><ref>{{Cite web |title=Who is Helena Helmersson, the new CEO of H&M? |url=https://www.themds.com/companies/who-is-helena-helmersson-the-new-ceo-of-hm.html |access-date=14 March 2023 |website=www.themds.com |date=31 January 2020 |language=en-US}}</ref>

==History== [[File:H & M - Store (51396227419).jpg|thumb|H&M store on Fifth Avenue in New York City]]

===Foundation=== The business was established in 1947 by Erling Persson, when he opened his first shop in Västerås, Sweden.<ref name="h&m">{{cite web|url=http://about.hm.com/AboutSection/en/About/Facts-About-HM/People-and-History/Our-History.html |title=H&M: Our-History |archive-url=https://web.archive.org/web/20130319073126/http://about.hm.com/AboutSection/en/About/Facts-About-HM/People-and-History/Our-History.html |archive-date=19 March 2013 }}</ref> The shop was called Hennes (Swedish for 'hers') and only sold women's clothing. Another store opened in Norway, in 1964.<ref>{{Cite web|url=http://www.hm.com/no/abouthm/theworldofhm/europe/norway__worldofhm_countrycode_no.nhtml;jsessionid=C2725F05113C12482E28CB6626118089|title=Mote og kvalitet til beste pris – H& NO|website=Hm.com|access-date=16 February 2022}}</ref> In 1968, Persson acquired the hunting apparel retailer Mauritz Widforss, located in Stockholm, which led to the inclusion of a menswear collection in the product range, and the name was changed to Hennes & Mauritz.<ref name="h&m" />

The company was listed on the Stockholm Stock Exchange in 1974.<ref name="h&m" /> Shortly after, in 1976, the first store outside Scandinavia opened in London.<ref name="h&m" /><ref name="The World of H&M">{{Cite web|url=http://www.hm.com/gb/abouthm/theworldofhm/europe/unitedkingdom__worldofhm_countrycode_gb.nhtml|title=Fashion and quality clothing at the best price – H& GB|website=Hm.com|access-date=16 February 2022|archive-date=20 May 2010|archive-url=https://web.archive.org/web/20100520075937/http://www.hm.com/gb/abouthm/theworldofhm/europe/unitedkingdom__worldofhm_countrycode_gb.nhtml|url-status=dead}}</ref> H&M continued to expand in Europe and began to retail online in 1998<ref>{{Cite web |last= |date=1998 |title=Annual Report 1998 |url=https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual_Report_1998.pdf |access-date=7 March 2022 |website=hm.com |archive-date=10 May 2022 |archive-url=https://web.archive.org/web/20220510055656/https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual_Report_1998.pdf |url-status=dead }}</ref> with the domain ''hm.com'', which was registered in 1997, according to data available via WHOIS. The opening of its first U.S. store on 31 March 2000 on Fifth Avenue in New York City marked the start of its expansion outside of Europe.<ref name="h&m" />

=== Home furnishings === [[File:H&M Home.jpg|thumb|H&M Home section in an Antwerp store]] In 2008, the company announced in a press release that it would begin selling home furnishings.<ref>{{cite web |url= https://www.zippia.com/h-m-international-careers-25439/history/ |title= H&M International company history timeline |author=  |publisher= Zippia, Inc. |access-date=October 13, 2025 |url-status=live |archive-url= https://web.archive.org/web/20251013181344/https://www.zippia.com/h-m-international-careers-25439/history/ |archive-date=October 13, 2025 }}</ref> While initially distributed online, the home furnishing items are now sold at H&M Home stores worldwide.<ref>{{Cite web |title=Markets and expansion |url=https://hmgroup.com/about-us/markets-and-expansion/ |access-date=7 March 2022 |website=H&M Group |language=en-US}}</ref>

=== Other brands === Concept stores, including COS, Weekday, Monki and Cheap Monday, were launched following H&M's expansion in Asia. In 2009 and 2010, brand consultancy Interbrand ranked H&M as the twenty-first most-valuable global brand.<ref>{{cite web|url=http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx|title=Best Global Brands Ranking for 2010|access-date=15 February 2011|archive-url=https://web.archive.org/web/20110212184731/http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx|archive-date=12 February 2011}}</ref> Its worth was estimated at $12 billion to $16 billion.<ref>{{Cite web|url=http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000|archive-url=https://web.archive.org/web/20100813125924/http://www.interbrand.com/best_global_brands.aspx?year=2009&langid=1000|title=Interbrand, Best Global Brand List|archive-date=13 August 2010|access-date=16 February 2022}}</ref><ref>{{cite web|url=http://www.brandz.com/upload/brandz-report-2009-complete-report(1).pdf|title=BrandZ Top 100 Most Valuable Global Brands 2009|archive-url=https://web.archive.org/web/20100820214201/http://www.brandz.com/upload/brandz-report-2009-complete-report(1).pdf|archive-date=20 August 2010}}</ref> Under the "H&M with Friends", H&M will partner with Good American, a brand founded by Khloe Kardashian and Emme Grede, to feature their products in H&M's Swedish and German e-commerce shops.<ref>{{Cite web |last=Velasquez |first=Angela |date=16 December 2022 |title=Good American Makes Friends with H&M |url=https://sourcingjournal.com/denim/denim-brands/good-american-hm-with-friends-khloe-kardashian-sweden-germany-398070/ |access-date=27 December 2022 |website=Sourcing Journal |language=en-US}}</ref> In 2017, H&M founded a new concept store Arket. In 2023, H&M launched its clothing line for children and teenagers, called "H&M by Mary Verdawn Sulmeron," exclusively sold for the Philippine market.

=== Store openings worldwide === H&M operated 2,325 stores at the end of 2011. At the end of August 2012, it was operating 304 more stores, bringing the total to 2,629.<ref>{{cite news |url=https://www.bloomberg.com/news/2012-09-17/hennes-mauritz-sales-miss-estimates-after-august-heatwave.html |title=Hennes & Mauritz Sales Miss Estimates After August Heatwave |date=17 September 2012 | work=Bloomberg}}</ref> In September 2013, the retailer opened its 3000th store in Chengdu, China.<ref name="AR2013">Compare: {{cite web |url= http://about.hm.com/content/dam/hm/about/documents/en/Annual%20Report/Annual-Report-2013_en.pdf |title= Annual Report 2016 |access-date= 30 December 2017|publisher= Hennes & Mauritz |archive-url= https://web.archive.org/web/20140606232428/http://about.hm.com/content/dam/hm/about/documents/en/Annual%20Report/Annual-Report-2013_en.pdf |archive-date= 6 June 2014 |df= dmy-all | quote = Operating profit amounted to SEK 22,168 m (21,754). | page = 53}}</ref> In 2023, the company announced that it will enter the Brazilian market in both physical and digital formats, which has been in operation since 2025.<ref>{{Cite web|url=https://www.infomoney.com.br/negocios/varejista-europeia-hm-vai-desembarcar-no-brasil-em-2025/|title=Varejista europeia, H&M vai desembarcar no Brasil em 2025|date=2023-07-17|accessdate=2025-01-14|website=InfoMoney|language=pt}}</ref>

=== COVID-19 === In October 2020, H&M announced that it was planning to close 5% of its worldwide stores in 2021 as a result of the COVID-19 pandemic.<ref>{{cite news|url=https://www.wsj.com/articles/h-m-heads-into-winter-with-a-sharper-new-look-11601553221|title= H&M Heads Into Winter With a Sharper New Look|work=The Wall Street Journal|last=Ryan|first=Carol|date=1 October 2020|access-date=6 October 2020}}</ref> The fashion retailer H&M closed 250 shops throughout the globe and moved the majority of its operations online. The H&M Group's sales growth remained at −34% year-over-year from 2020 week 12 to week 22.<ref>{{Cite journal |last=IEJRD |date=10 June 2022 |title=Impact of Covid-19 on H&M |website=Center for Open Science |url=https://osf.io/7yhxg/ |url-access=subscription|language=en |doi=10.17605/OSF.IO/7YHXG}}</ref>

=== Withdrawal from the Russian market (2022) === Along with hundreds of other global companies, H&M announced on 2 March 2022, an end to retail operations of its more than 150 stores in Russia as a result of the Russian invasion of Ukraine. H&M cited that it stands "with all the people who are suffering" in Ukraine as well as for "the safety of customers and colleagues" in Russia.<ref>{{Cite web |date=2 March 2022 |title=H&M Group temporarily pauses all sales in Russia |url=https://hmgroup-prd-app.azurewebsites.net/news/hm-group-temporarily-pauses-all-sales-in-russia/ |archive-url=https://web.archive.org/web/20230605053931/https://hmgroup-prd-app.azurewebsites.net/news/hm-group-temporarily-pauses-all-sales-in-russia/ |url-status=dead |archive-date=5 June 2023 |access-date=6 March 2022 |website=H&M Group |language=en-US }}</ref><ref>{{Cite news |date=6 March 2022 |title=Ukraine conflict: Growing numbers of firms pull back from Russia |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-60571133 |access-date=6 March 2022}}</ref> Having recently expanded via its Weekday and & Other Stories formats, Russia was H&M's sixth-biggest market at the time, representing 4% of group sales in the fourth quarter of 2021. The company also temporarily closed its Ukraine stores, which remain closed as of 2023.<ref>{{Cite news |last=Maheshwari |first=Sapna |date=2 March 2022 |title=H&M halts sales in Russia after the invasion of Ukraine. |language=en-US |work=The New York Times |url=https://www.nytimes.com/2022/03/02/business/hm-russia-ukraine.html |access-date=6 May 2023 |issn=0362-4331}}</ref><ref>{{Cite news |date=18 July 2022 |title=H&M to sell off stock before leaving Russia |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-62203816 |access-date=6 May 2023}}</ref>

=== Supplies === H&M sources its clothing products from various countries globally. The primary manufacturing locations for H&M products are China, Bangladesh.<ref>{{Cite web |title=Zara, H&M among brands accused of exploiting Bangladesh workers |url=https://www.aljazeera.com/news/2023/1/11/fashion-brands-paid-less-than-production-cost-to-bangladesh-firms |access-date=9 August 2024 |website=Al Jazeera |language=en}}</ref> While H&M's headquarters is in Sweden, it operates 21 supplier and factory locations within the country.

== Corporate affairs == The key trends for the H&M Group are (as of the financial year ending 30 November):<ref>{{Cite web |title=Annual reports |url=https://hmgroup.com/about-us/corporate-governance/annual-report/ |access-date=25 November 2023 |website=H&M Group |language=en-US}}</ref> {| class="wikitable" style="text-align:center;" ! !Revenue (SEK b){{Efn|"Net sales"}} !Net profit (SEK b){{Efn|"Profit after tax"}} !Share of revenue online (%) !Number of employees (FTE) (k) !Number of stores (Group) !Number of stores (H&M) !Number of served countries (Group){{Efn|"markets"|name=markets}} !Number of served countries (H&M){{Efn||name=markets}} !Notes/ sources |- | style="text-align:left;" |2015 |180 |20.8 | |104 |3,924 |3,610 |61 |61 | |- | style="text-align:left;" |2016 |192 |18.6 | |114 |4,351 |3,962 |64 |64 | |- | style="text-align:left;" |2017 |200 |16.1 |12.5 |120 |4,739 |4,288 |69 |69 | |- | style="text-align:left;" |2018 |210 |12.6 |14.5 |123 |4,968 |4,433 |71 |71 | |- | style="text-align:left;" |2019 |233 |13.4 | |126 |5,076 |4,492 |74 |74 | |- | style="text-align:left;" |2020 |187 |1.2 |28 |110 |5,018 |4,429 |74 |74 | |- | style="text-align:left;" |2021 |198 |11.0 |32 |107 |4,801 |4,242 |75 |75 | |- | style="text-align:left;" |2022 |223 |3.5 |30 |106 |4,465 |3,947 |79 |78 | |- | style="text-align:left;" |2023 |236 |8.7 |30 |101 |4,369 |3,872 |78 |77 |<ref>{{Cite web |date=29 January 2024 |title=H&M Full-year report 2023 |url=https://hmgroup.com/wp-content/uploads/2024/01/H-M-Hennes-Mauritz-AB-Full-year-report-2023.pdf |website=H&M}}</ref><ref>{{Cite web |title=H&M Annual Report 2023 |url=https://hmgroup.com/wp-content/uploads/2024/03/HM-Group-Annual-and-Sustainability-Report-2023.pdf |access-date=19 Apr 2026}}</ref> |- | style="text-align: left;" |2024 |234 |11.5 |30 |97.7 |4,253 |3,777 |79 |78 |<ref>{{Cite web |title=H&M Annual Report 2024 |url=https://hmgroup.com/wp-content/uploads/2025/03/HM-Group-Annual-and-sustainability-report-2024.pdf |access-date=19 Apr 2026}}</ref> |- | style="text-align: left;" |2025 |228 |12.0 |30 |94.7 |4,101 |3,660 |81 |81 |<ref>{{Cite web |title=H&M Annual Report 2025 |url=https://hmgroup.com/wp-content/uploads/2026/03/HM-Group-Annual-and-sustainability-report-2025.pdf |access-date=19 Apr 2026}}</ref> |}

== Designers == *In November 2004, select stores offered an exclusive collection by fashion designer Karl Lagerfeld. The press reported there were large crowds and that the initial inventories in big cities were sold out within an hour.<ref>{{cite web |title=Nyheter – DN.SE |url=http://www.dn.se/DNet/jsp/polopoly.jsp?d=678&a=342607&previousRenderType=8 |archive-url=https://web.archive.org/web/20070930210802/http://www.dn.se/DNet/jsp/polopoly.jsp?d=678&a=342607&previousRenderType=8 |archive-date=30 September 2007 |work=Dagens Nyheter}}</ref> *In November 2006, the company launched a collection by Stella McCartney.<ref>{{Cite web |last=Mower |first=Sarah |date=2006-03-02 |title=Stella McCartney Fall 2006 Ready-to-Wear Collection |url=https://www.vogue.com/fashion-shows/fall-2006-ready-to-wear/stella-mccartney |access-date=2025-12-07 |website=Vogue |language=en-US}}</ref> *Also in November 2006, the company launched a collection by avant-garde Dutch designers Viktor & Rolf.<ref>{{Cite web |title=H&M launch Viktor and Rolf |url=https://www.news24.com/life/hm-launch-viktor-and-rolf-20061115 |access-date=2025-12-07 |website=News24 |language=en-US}}</ref><ref>{{Cite web |date=2006-11-11 |title=The odd couple: The wacky world of Viktor & Rolf |url=https://www.independent.co.uk/news/world/europe/the-odd-couple-the-wacky-world-of-viktor-amp-rolf-6230122.html |access-date=2025-12-07 |website=The Independent |language=en}}</ref><ref>{{Cite web |date=2006-11-09 |title=Viktor & Rolf Invades H&M; Chaos Ensues! |url=https://nymag.com/intelligencer/2006/11/viktor_rolf_invade_h_chaos_ens.html |access-date=2025-12-07 |website=Intelligencer |language=en}}</ref> *H&M launched a collaboration designed by pop star Madonna in March 2007.<ref>{{cite web |title=Abbigliamento di moda e qualità al miglior prezzo – H&M IT |url=http://www.hm.com/it/press/fashionpressrelease.ahtml?pressreleaseid=786&nodeid=316 |access-date=30 May 2015 |work=H&M |archive-date=6 October 2010 |archive-url=https://web.archive.org/web/20101006025906/http://www.hm.com/it/press/fashionpressrelease.ahtml?pressreleaseid=786&nodeid=316 |url-status=dead }}</ref> *In November 2007, several months after collaborating with Madonna, the company launched a collection by Italian designer Roberto Cavalli.<ref>{{Cite web |last=BE |first=FashionNetwork com |date=2007-11-06 |title=Cavalli designs sexy, high-ticket collection for H&M |url=https://be.fashionnetwork.com/en-be/news/Cavalli-designs-sexy-high-ticket-collection-for-h-m,23658.html |access-date=2025-12-07 |website=FashionNetwork.com |language=en-BE}}</ref><ref>{{Cite web |last=Vogue |date=2007-06-20 |title=ROBERTO CAVALLI FOR H&M |url=https://www.vogue.co.uk/article/roberto-cavalli-for-handm |access-date=2025-12-07 |website=British Vogue |language=en-GB}}</ref><ref>{{Cite web |last=Wilson |first=Eric |date=2007-10-31 |title=When Animals Attack |url=https://archive.nytimes.com/runway.blogs.nytimes.com/2007/10/31/when-animals-attack/ |access-date=2025-12-07 |website=On the Runway Blog |language=en}}</ref> *Finnish company Marimekko was chosen as a guest designer in spring 2008.<ref>{{Cite web |date=20 November 2007 |title=Magnificent Marimekko Patterns at H&M This Spring |url=https://www.dexigner.com/news/12754 |access-date=9 August 2024 |website=www.dexigner.com |language=en}}</ref> *H&M partnered with Comme des Garçons, a Japanese fashion label, in the fall of 2008. Products in the collection included accessories, a unisex fragrance, and clothing for adults and children.<ref>{{Cite web |title=H&M Announces Comme des Garçons Line |url=https://www.thecut.com/2008/04/comme_des_garcons_does_hm_line.html |access-date=8 April 2022 |website=The Cut |date=3 April 2008 |language=en-us}}</ref> *For spring and summer of 2009, British designer Matthew Williamson created two exclusive ranges for the company – the first being a collection of women's clothes that were released in select stores. For the second collection, Williamson ventured into creating menswear for the first time. It featured swimwear for men and women and was available in all of H&M's stores worldwide.<ref>{{Cite web |title=Fashion and quality clothing at the best price – H& US |url=http://www.hm.com/us/press/pressreleases/fashion/fashionpressrelease.ahtml?pressreleaseid=721&nodeid=334 |access-date=16 February 2022 |website=Hm.com |archive-date=10 February 2012 |archive-url=https://web.archive.org/web/20120210165818/http://www.hm.com/us/ |url-status=dead }}</ref> *On 14 November 2009, the company released a limited-edition diffusion collection by Jimmy Choo featuring handbags and shoes for men and women, with prices ranging from £30 to £170. The collection also included clothing designed by Choo, such as garments made of suede and leather, and was available in 200 stores worldwide, including London's Oxford Circus store.<ref>{{cite web |title=Jimmy Choo – Press Release |url=http://www.cisionwire.com/h---m-hennes---mauritz-ab/jimmy-choo-brings-glamour-to-h-m-this-autumn |archive-url=https://web.archive.org/web/20090620103058/http://www.cisionwire.com/h---m-hennes---mauritz-ab/jimmy-choo-brings-glamour-to-h-m-this-autumn |archive-date=20 June 2009 |access-date=17 June 2009 |work=Cision Wire}}</ref> *Sonia Rykiel collaborated with the company by designing a ladies knitwear and lingerie range that was released in select company stores on 5 December 2009.<ref>{{Cite web |last=Yaeger |first=Lynn |date=2009-12-03 |title=Ca C'est Paris! H&M Launches Its Collaboration with Sonia Rykiel |url=https://www.vogue.com/article/vd-ca-cest-paris-h038m-launches-its-collaboration-with-sonia-rykiel |access-date=2025-12-07 |website=Vogue |language=en-US}}</ref><ref>{{Cite web |last=Shields |first=Amy |date=2009-09-28 |title=H&M signs Sonia Rykiel |url=https://www.drapersonline.com/archive/hm-signs-sonia-rykiel |access-date=2025-12-07 |website=Drapers |language=en}}</ref> *French fashion house Lanvin collaborated with H&M to create a new collection, "Lanvin Hearts H&M," in fall 2010.<ref>{{cite web |date=30 November 2010 |title=Lanvin for H&M – Press Release |url=http://www.hm.com/us/press/pressreleases/fashion__prfashion.nhtml |access-date=2 September 2010 |archive-date=26 December 2010 |archive-url=https://web.archive.org/web/20101226053922/http://www.hm.com/us/press/pressreleases/fashion__prfashion.nhtml |url-status=dead }}</ref> The collection, designed to make Lanvin clothing more accessible to the average consumer, featured items that were around 100 euros. Usually Lanvin dresses would cost hundreds of euros more.<ref>{{Cite web |date=2 November 2010 |title=Lanvin combines with H&M to sell affordable designer party clothes |url=http://www.theguardian.com/lifeandstyle/2010/nov/02/lanvin-hm-designer-party-clothes |access-date=8 April 2022 |website=the Guardian |language=en}}</ref> *For Spring and Summer 2011, the company worked with fashion blogger Elin Kling, whose collection was only available at select stores. *H&M announced a collaboration with Versace in June 2011 that was later released on 19 November. Versace also planned a Spring collaboration with the company that would only be available in countries with online sales. Similar to past collaborations, Versace agreed to let H&M use its name for a previously agreed-upon sum, without actually having a role in the design process.<ref>{{cite web |title=H&M – Press Release |url=http://www.cisionwire.com/h---m-hennes---mauritz-ab/r/versace-to-design-iconic-collection-for-h-m-this-autumn,c9137227 |access-date=21 June 2011 |work=Cision Wire}}</ref> *H&M announced a collaboration with Marni in November 2011. The campaign launched a few months later in March 2012 and was led by director Sofia Coppola.<ref>{{Cite web |title=Coppola, Marni i H&M |url=https://www.forbes.pl/life/styl/coppola-marni-i-handm-wielka-wspolpraca/d3npzg4 |access-date=2025-12-07 |website=Forbes.pl |language=pl}}</ref><ref>{{Cite web |date=2012-02-06 |title=Sofia Coppola's Marni for H&M ad released - CBS News |url=https://www.cbsnews.com/news/sofia-coppolas-marni-for-hm-ad-released/ |access-date=2025-12-07 |website=www.cbsnews.com |language=en-US}}</ref> [[File:Trompe l'oeil printed viscose jersey dress by Maison Martin Margiela for H&M, 2012.jpg|thumb|upright|Trompe-l'œil-printed viscose jersey dress by Maison Martin Margiela for H&M, 2012]] *On 4 October 2012, Vogue Japan editor Anna Dello Russo launched an accessories collection with H&M as Paris Fashion Week drew to an end. The collection was stocked in 140 H&M stores worldwide and was also available to purchase online.<ref>{{cite news |last=Bergin |first=Olivia |date=3 May 2012 |title=Anna Dello Russo to design an accessories range for H&M |work=The Daily Telegraph |location=London |url=http://fashion.telegraph.co.uk/columns/olivia-bergin/TMG9242698/Anna-Dello-Russo-to-design-an-accessories-range-for-HandM.html |archive-url=https://web.archive.org/web/20120505220437/http://fashion.telegraph.co.uk/columns/olivia-bergin/TMG9242698/Anna-Dello-Russo-to-design-an-accessories-range-for-HandM.html |archive-date=5 May 2012}}</ref> *On 12 June 2012, H&M confirmed that it would launch a collaboration with avant-garde label Maison Martin Margiela for a fall rollout. The Maison Martin Margiela collection for H&M hit stores a few months later on 15 November 2012.<ref>{{Cite news |last=Chilvers |first=Simon |date=2012-10-24 |title=Martin Margiela and H&M: extreme fashion heads for the high street |url=https://www.theguardian.com/fashion/2012/oct/24/martin-margiela-hm-extreme-fashion |access-date=2025-12-07 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref><ref>{{Cite web |last=Alexander |first=Ella |date=2012-10-17 |title=Margiela With H&M Arrives |url=https://www.vogue.co.uk/gallery/margiela-h-and-m-collection-pictures-revealed |access-date=2025-12-07 |website=British Vogue |language=en-GB}}</ref> *Isabel Marant was a collaboration designer for fall 2013 and, for the first time in her career, made a few men's pieces to accompany the women's collection.<ref>{{Cite news |last=Schneier |first=Matthew |date=29 September 2017 |title=Isabel Marant Wants to Dress You and Your Boyfriend |language=en-US |work=The New York Times |url=https://www.nytimes.com/2017/09/29/fashion/isabel-marant-menswear-paris-fashion-week.html |access-date=27 May 2021 |issn=0362-4331}}</ref> The collection sold out very quickly in cities across the globe and was heavily anchored in sales online.<ref>{{Cite web |date=8 December 2013 |title=Isabel Marant: 'Sometimes we give an image of life that will never exist' |url=http://www.theguardian.com/fashion/2013/dec/08/isabel-marant-h-m-interview-review-2013 |access-date=27 May 2021 |website=the Guardian |language=en}}</ref> *During the Coachella Valley Music and Arts Festival in California, H&M announced its first collaboration with an American designer. Alexander Wang was the designer chosen and the collection was released to a select 250 stores around the world on 6 November 2014.<ref>{{Cite web |last=Harris |first=Jenn |date=2014-04-14 |title=H&M, Alexander Wang announce collaboration with party at Coachella |url=https://www.latimes.com/fashion/alltherage/la-ar-hm-alexander-wang-collaboration-coachella-party-20140413-story.html |access-date=2025-12-07 |website=Los Angeles Times |language=en-US}}</ref><ref>{{Cite web |date=2014-04-14 |title=Alexander Wang Announces H&M Collab at Coachella & on Instagram |url=https://www.eonline.com/news/531616/alexander-wang-announces-h-m-collab-at-coachella-on-instagram |access-date=2025-12-07 |website=E! Online}}</ref><ref>{{Cite web |last=Codinha |first=Alessandra |date=2014-10-16 |title=Exclusive: Alexander Wang’s Collection for H&M Revealed in Full! |url=https://www.vogue.com/article/alexander-wang-hm-collaboration |access-date=2025-12-07 |website=Vogue |language=en-US}}</ref> *Balmain was announced as the next collaboration with H&M through Balmain designer Olivier Rousteing's Instagram page. The collection was released on 5 November 2015.<ref>{{cite news | url=https://www.ikonlondonmagazine.com/balmain-for-hm-value-for-money/ | title= Ikon London Magazine Article | work= Ikon London Magazine | date=29 October 2015 | access-date= 3 March 2018}}</ref> That year's H&M Christmas campaign was made in collaboration with popstar Katy Perry, who also sang the commercial soundtrack "'Every Day Is A Holiday".<ref>{{Cite news|url=https://www.independent.co.uk/life-style/fashion/katy-perry-stars-in-hm-christmas-campaign-a6728596.html|title=H&M has signed up this major popstar to front its Christmas campaign|work=The Independent|access-date=9 June 2018|language=en-GB}}</ref> *In November 2016, H&M released a designer line in collaboration with Kenzo.<ref>{{cite news | url= https://www.ikonlondonmagazine.com/kenzo-x-hm/ | title= Kenzo X H&M | work= Ikon London Magazine | date= 12 June 2016 | access-date=23 February 2018}}</ref> That year the company released an annual holiday movie directed by Wes Anderson as part of the company's Christmas advertising campaign.<ref name=":5" /> Titled "Come Together", the short film starred Adrien Brody as a train conductor who saves Christmas after a blizzard delays the train's arrival and causes the few passengers to miss part of the holiday.<ref name=":5">{{Cite news|url=https://www.bbc.co.uk/news/newsbeat-38135969|title=H&M has made a short Wes Anderson film for its Christmas ad|work=BBC News |date=28 November 2016|access-date=11 December 2016|via=BBC}}</ref><ref>{{Cite news|url=https://www.latimes.com/entertainment/la-et-entertainment-news-updates-adrien-brody-boards-a-wes-anderson-1480352115-htmlstory.html|title=H&M wishes you a very Wes Anderson Christmas|last=Brown|first=Tracy|date=28 November 2016|newspaper=Los Angeles Times|language=en-US|issn=0458-3035|access-date=11 December 2016}}</ref><ref>{{Cite news|url=https://www.telegraph.co.uk/films/2016/11/28/wes-anderson-creates-beautiful-heartwarming-ad-hm/ |archive-url=https://ghostarchive.org/archive/20220111/https://www.telegraph.co.uk/films/2016/11/28/wes-anderson-creates-beautiful-heartwarming-ad-hm/ |archive-date=11 January 2022 |url-access=subscription |url-status=live|title=Wes Anderson creates 'beautiful' and 'heartwarming' ad for H&M|newspaper=The Daily Telegraph|access-date=11 December 2016}}{{cbignore}}</ref><ref>{{cite web|url=http://lwlies.com/articles/wes-anderson-christmas-ad-hm-adrien-brody/|title=Watch Wes Anderson's charming Christmas advert for H&M|website=lwlies.com}}</ref> *Swedish singer Zara Larsson designed a "playful, young, empowering and little glamorous" collection with H&M in February 2017.<ref>{{cite web|url=http://www2.hm.com/it_it/life/culture/interview/zara-larsson-x-h-m.html|title=Zara Larsson designs collection with H&M|website=2.hm.com|access-date=9 June 2018|archive-date=4 February 2019|archive-url=https://web.archive.org/web/20190204050707/https://www2.hm.com/it_it/life/culture/interview/zara-larsson-x-h-m.html}}</ref> *After 20 years, Naomi Campbell came back to collaborate with the company for a global female empowerment commercial spot in fall 2017. She wore clothes that blurred the line between masculine and feminine in the campaign's Tokyo spot-video where she lip-synced "Wham Rap (Enjoy What You Do)" by Wham!.<ref>{{Cite web |last=WW |first=FashionNetwork com |title=Naomi Campbell is the face of H&M's fall 2017 campaign |url=https://ww.fashionnetwork.com/news/Naomi-campbell-is-the-face-of-h-m-s-fall-2017-campaign,868395.html |access-date=8 April 2022 |website=FashionNetwork.com |language=en-WW}}</ref> *Designers Jeremy Scott and Moschino collaborated with the brand in April 2018. *With the idea of reviving the spirit of the swinging sixties, H&M collaborated with designer Richard Allan in July 2019.<ref>{{Cite web|url=https://www.independent.co.uk/life-style/fashion/hm-richard-allen-collaboration-cate-60s-scarf-print-womenswear-a9010986.html|title = H&M launching collaboration with 1960s designer Richard Allan this summer|website = Independent.co.uk|date = 21 July 2019}}</ref> *The Fleur du Soleil collection, part of H&M's collaboration with Lebanese designer Sandra Mansour, was released in August 2020 and marked the first time the company had partnered with an Arab designer.<ref>{{Cite web|url=https://www.thenationalnews.com/lifestyle/fashion/beirut-based-sandra-mansour-creates-line-with-h-m-the-first-arab-designer-to-do-so-1.1050533|title = Beirut-based Sandra Mansour creates line with H&M: The first Arab designer to do so|website=Thenationalnews.com|date = 17 July 2020}}</ref> *Irish designer Simone Rocha, daughter of designer John Rocha, was announced as a collaborative partner in March 2021. Rocha's designs launched with an H&M campaign film and images shot by Tyler Mitchell.<ref>{{Cite web|title=You can now shop the Simone Rocha x H&M collection online|date = 11 March 2021|url=https://www.you.co.uk/simone-rocha-x-hm/#:~:text=And%20now%2C%20H%26M%20has%20announced,10%20years%20old%20this%20year.&text=The%20daughter%20of%20designer%20John,at%20the%20British%20Fashion%20Awards|website=You.co.uk}}</ref>

== Environmental issues and initiatives == === Recycling, circulation, and waste === On 6 January 2010, it was reported that unsold or refunded clothing and other items in one New York City H&M store were cut up before being discarded, presumably to prevent resale or use.<ref>{{Registration required|date=January 2011}} {{Cite news |last=Dwyer |first=Jim |date=6 January 2010 |title=A Clothing Clearance Where More Than Just the Prices Have Been Slashed |work=The New York Times |url=https://www.nytimes.com/2010/01/06/nyregion/06about.html?ref=nyregion |access-date=6 January 2010}}</ref>

In February 2013, H&M began offering patrons a voucher in exchange for used clothing. Donated garments were to be processed by I:CO, a retailer that repurposes and recycles used clothing with the goal of creating a zero waste economy. The initiative is similar to an April 2012 clothes-collection voucher program launched by Marks & Spencer in partnership with Oxfam.<ref>{{Cite web |title=H&M to launch global clothes collecting initiative – Telegraph |url=http://fashion.telegraph.co.uk/article/TMG9726240/HandM-to-launch-global-clothes-collecting-initiative.html |access-date=16 February 2022 |website=Fashion.telegraph.co.uk}}</ref><ref>{{Cite web |title=News |url=http://about.hm.com/content/hm/NewsroomSection/en/NewsRoom/NewsroomDetails/global-clothes-collecting-initiative.html |access-date=16 February 2022 |website=About.hm.com |archive-date=16 December 2012 |archive-url=https://web.archive.org/web/20121216132710/http://about.hm.com/content/hm/NewsroomSection/en/NewsRoom/NewsroomDetails/global-clothes-collecting-initiative.html |url-status=dead }}</ref><ref>{{cite web |title=I:CO-System – I:CO – RETHINK. RECYCLE. REWARD. – |url=http://www.ico-spirit.com/us/Home-1.html |archive-url=https://web.archive.org/web/20121223010231/http://www.ico-spirit.com/us/Home-1.html |archive-date=23 December 2012}}</ref>

H&M produces 3 billion garments a year, not all of which is sold to consumers. As of 2019, it was in possession of just over $4 billion worth of unsold clothing.<ref name=":2" />

To further promote recycling, the brand appointed actress Maisie Williams as a global sustainability ambassador in April 2021, to front a campaign promoting the goal of using all recycled or sustainably sourced materials by 2030.<ref>{{Cite web |last=Okwodu |first=Janelle |date=12 April 2021 |title=Maisie Williams, H&M, and Animal Crossing Joined Forces to Recycle Your (Virtual) Clothes |url=https://www.vogue.com/article/maisie-williams-hm-global-sustainability-ambassador-interview |access-date=20 April 2021 |website=Vogue.com |language=en-us}}</ref> This campaign began with an Animal Crossing collaboration featuring Williams as a digital game character to teach the virtues of recycling.<ref>{{Cite web |last=Davis |first=Jessica |date=12 April 2021 |title=Maisie Williams just landed a major new role at H&M |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a36091881/maisie-williams-hm-global-sustainability-ambassador/ |access-date=27 April 2021 |website=Harpersbazaar.com |language=en-GB}}</ref> The company also introduced a 2021 pilot program in the UK and US that allowed men to rent suits for job interviews.<ref>{{Cite news |last=Yates |first=Jacqueline Laurean |title=H&M introduces sustainable rental clothing service ONE/SECOND/SUIT |url=https://www.goodmorningamerica.com/style/story/hm-introduces-rental-clothing-service-onesecondsuit-77871944 |access-date=27 May 2021 |website=Good Morning America |language=en}}</ref>

=== Material sourcing and biodiversity === H&M joined Zara and other apparel companies in changing their supply chain to avoid damaging ecosystems. In 2014, the company partnered with the nonprofit Canopy to remove dissolvable pulp from endangered and ancient forests for its viscose and rayon fabrics.<ref>{{cite news |date=25 April 2014 |title=Deforestation for fashion: getting unsustainable fabrics out of the closet |newspaper=The Guardian |url=https://www.theguardian.com/sustainable-business/zara-h-m-fashion-sustainable-forests-logging-fabric}}</ref> In response to the 2019 Amazon rainforest wildfires, H&M temporarily halted leather purchases from Brazil.<ref>{{Cite news |date=5 September 2019 |title=H&M suspends Brazil leather purchases over Amazon fires |url=https://www.rfi.fr/en/contenu/20190905-hm-suspends-brazil-leather-purchases-over-amazon-fires |url-status=live |archive-url=https://web.archive.org/web/20230313135441/https://www.rfi.fr/en/contenu/20190905-hm-suspends-brazil-leather-purchases-over-amazon-fires |archive-date=13 March 2023 |access-date=6 September 2019 |publisher=Radio France Internationale |agency=Agence France-Presse}}</ref> The company issued an email statement: "The ban will be active until there are credible assurance systems in place to verify that the leather does not contribute to environmental harm in the Amazon." H&M imports only a small fraction of its leather needs from the country.<ref>{{Cite web |title=H&M Halts Leather Purchases From Brazil After Amazon Wildfires |url=https://www.ndtv.com/world-news/fashion-brand-h-m-halts-leather-purchases-from-brazil-after-amazon-wildfires-2096394 |access-date=6 September 2019 |website=NDTV.com}}</ref>

The company also introduced bans on specific animal products. Following a 2019 announcement to phase out wool from mulesed sheep, H&M reported a full phase-out by 2025.<ref>{{Cite web |last=Kelly |first=Christopher |date=2025-05-05 |title=H&M phases out Australian mulesed wool |url=https://www.ragtrader.com.au/news/handm-phases-out-australian-mulesed-wool |access-date=2025-05-23 |website=www.ragtrader.com.au |language=en}}</ref> While 90% of the company's down and feathers were recycled as of 2024, H&M committed to eliminating all virgin down and feathers by the end of 2025.<ref>{{Cite web |last=Reid |first=Helen |date=2024-10-04 |title=H&M to phase out virgin down by the end of 2025 |url=https://www.reuters.com/business/retail-consumer/hm-phase-out-virgin-down-by-end-2025-2024-10-04/ |website=Reuters}}</ref>

=== The H&M Foundation === Established in 2014 with an initial $180 million investment from the Persson family, the H&M Foundation is a nonprofit that funds humanitarian and environmental projects. These include the Green Machine, a technology that would allow clothing to be recycled in a similar way to aluminum cans.<ref name=":2">{{Cite web |last=Segran |first=Elizabeth |date=27 January 2021 |title=H&M is one of fashion's biggest polluters. Now its foundation is on a $100 million quest to save the planet |url=https://www.fastcompany.com/90596456/hm-is-one-of-fashions-biggest-polluters-now-its-on-a-100-million-quest-to-save-the-planet |access-date=27 May 2021 |website=Fastcompany.com |language=en-US}}</ref> In August 2015, the foundation announced that it will award the Global Change Award,<ref>{{Cite web |title=Why is H&M's sustainability push failing to resonate with consumers? |url=https://www.thedrum.com/news/2021/05/27/why-hm-s-sustainability-push-failing-resonate-with-consumers |access-date=27 May 2021 |website=Thedrum.com |language=en}}</ref> an annual million-euro prize to advance recycling technology and techniques within the fashion industry.<ref>{{cite news |date=24 August 2015 |title=Fashion Chain H&M Offers $1m Recycling Prize for Reusable Clothing |newspaper=The Guardian |url=https://www.theguardian.com/fashion/2015/aug/25/fashion-chain-hm-offers-1m-recycling-prize-for-reusable-clothing |access-date=29 August 2015}}</ref> According to the Organization for Economic Cooperation and Development (OECD), H&M Foundation's financing for 2019 increased by 7% to US$17 million.<ref>{{Cite web |title=Home |url=https://www.oecd-ilibrary.org/sites/2dcf1367-en/1/3/3/15/index.html?itemId=/content/publication/2dcf1367-en&_csp_=177392f5df53d89c9678d0628e39a2c2&itemIGO=oecd&itemContentType=book |access-date=16 February 2022 |website=Oecd-ilibrary.org}}</ref>

=== Greenwashing allegations === The company's sustainability claims have faced legal and regulatory scrutiny. A US class-action lawsuit alleging that H&M's Conscious Choice range was greenwashing was dismissed. However, the Norwegian Consumer Authority (''Forbrukertilsynet''), issued a warning to H&M regarding environmental marketing claims, citing concerns that its data did not sufficiently support the products' environmentally friendly branding. It had previously stated that it believed another clothing company, Norrøna, was "breaking the law" by using similar marketing claims.<ref>{{Cite web |last=Abdulla |first=Hannah |date=15 November 2022 |title=H&M under fire in US over sustainable material claims |url=https://www.just-style.com/news/hm-under-fire-in-us-over-sustainable-material-claims/ |access-date=1 December 2022 |website=Just Style |language=en-US}}</ref>

==Concept stores== [[File:H&M_store_in_Novi_Sad,_Serbia.jpg|thumb|H&M store in Novi Sad, Serbia]] [[File:H&mPavilions.jpg|thumb|H&M store at the Pavilions Shopping Centre, Birmingham, UK]] [[File:H&M Flagship store in HK CWB Exterior 201511.jpg|thumb|H&M Asia flagship store at Causeway Bay, Hong Kong]] [[File:U.S. H&M stores 2023.png|thumb|Map of H&M stores in the U.S. as of April 2023]]

===Six concept brands=== In addition to the H&M brand, the company consists of six individual brands with separate concepts.<ref name="about.hm.com">{{cite web|url=http://about.hm.com/en/About/facts-about-hm/about-hm/hm-group.html#cm-menu|title=H&M Group|access-date=30 May 2015|archive-url=https://web.archive.org/web/20141216162916/http://about.hm.com/en/About/facts-about-hm/about-hm/hm-group.html#cm-menu|archive-date=16 December 2014}}</ref> Brands include Afound, Arket, COS, Monki, Weekday, and & Other Stories.<ref>{{Cite news |last=Rozario |first=Kevin |date=30 November 2022 |title=H&M Staff Cuts And Other Savings Of Almost $200 Million Fail To Convince Markets |work=Forbes |url=https://www.forbes.com/sites/kevinrozario/2022/11/30/hm-staff-cuts-and-other-savings-of-almost-200-million-fail-to-convince-markets/?sh=6d93622745af}}</ref>

====COS==== COS launched its flagship store on London's Regent Street in March 2007 with a catwalk show at the Royal Academy.<ref name=":0">{{Cite news|url=https://www.independent.co.uk/life-style/fashion/features/cos-thoroughly-modern-minimalism-7834566.html|title=Cos: Thoroughly modern minimalism|last=Walker|first=Harriet|date=11 June 2012|newspaper=The Independent|language=en-GB|access-date=12 December 2016}}</ref> Its concept is encompassed by minimalist style inspired by architecture, graphics, and design.<ref>{{cite web|url=https://www.dezeen.com/2014/11/05/cos-marie-honda-interview-fashion-design-architecture-branding-nendo-serpentine-numen-for-use/|title="Design and architecture has been a key influence" for COS|last=Howarth|first=Dan|date=5 November 2014|website=Dezeen|access-date=12 December 2016}}</ref><ref name=":0" />

It specializes in modern clothing pieces for men and women that are less trend-oriented than other similarly priced labels.<ref>{{Cite news|url=http://www.vogue.com/867155/coming-to-america-why-vogue-loves-cos-clothes/|title=Coming to America: Why ''Vogue'' Loves COS Clothes|last=Bernard|first=Katherine|newspaper=Vogue|language=en-US|access-date=12 December 2016|archive-date=20 December 2016|archive-url=https://web.archive.org/web/20161220213146/http://www.vogue.com/867155/coming-to-america-why-vogue-loves-cos-clothes/|url-status=dead}}</ref> COS makes clothing that can be worn beyond the season.<ref>{{cite web|url=https://about.hm.com/en/brands/cos.html|title=H&M group – COS|website=about.hm.com|access-date=11 January 2017|archive-date=13 January 2017|archive-url=https://web.archive.org/web/20170113121149/https://about.hm.com/en/brands/cos.html|url-status=dead}}</ref> COS has 197 stores in 34 countries<ref>{{cite web|url=https://www.cos.com/en_gbp/store-locator.html|title=Store Locator – COS GB|website=cos.com}}</ref> in Europe, Asia, North America, Australia and the Middle East and currently retails online to 19 markets via ''cos.com''.

===H&M Details=== 2016 saw a new H&M concept in The Dubai Mall come up, labelled now 'H&M Details'.

==Labor practices== === Working conditions === ==== Cambodia ==== In August 2011, nearly 300 workers fainted in one week at a Cambodian factory supplying H&M. Fumes from chemicals, poor ventilation, malnutrition, and even "mass hysteria" have all been blamed for making workers ill. The minimum wage in the country is the equivalent of $66 (£42) a month, an amount that is less than half of what is required to meet basic needs, according to human rights groups.<ref>{{Cite news | url = https://www.theguardian.com/world/2012/feb/02/cambodian-workers-peoples-tribunal-factory | title = Cambodian workers hold "people's tribunal" to look at factory conditions | date = 2 February 2012|work=The Guardian | access-date =2 February 2012 | location=London | first=Sarah | last=Butler}}</ref>

==== Bangladesh ==== The same year, Bangladeshi and international labor groups put forth a detailed safety proposal that entailed the establishment of independent inspections of garment factories. The plan called for inspectors to have the power to close unsafe factories. The proposal entailed a legally binding contract between suppliers, customers, and unions. At a meeting in 2011 in Dhaka, major European and North American retailers, including H&M, rejected the proposal. Further efforts by unions to advance the proposal after numerous and deadly factory fires have been rejected.<ref>{{cite web|url=https://news.yahoo.com/big-brands-rejected-bangladesh-factory-safety-plan-122206229.html;_ylt=AnVOsdd0ELiYKWzzSu_voqq3scB_;_ylu=X3oDMTQ1anZ1YTM5BG1pdANMYXRlc3ROZXdzIExpc3RpbmcEcGtnAzZkOTA2NmZiLTg4MWYtM2RlNS04M2Q5LThkOWZiOGM1MDBjNgRwb3MDMgRzZWMDTWVkaWFTdG9yeUxpc3RUZW1wBHZlcgM2OWJkMWU1MC1hZTczLTExZTItYmRiZi03MjgzNTZkYWU1MDg-;_ylg=X3oDMTFlamZvM2ZlBGludGwDdXMEbGFuZwNlbi11cwRwc3RhaWQDBHBzdGNhdAMEcHQDc2VjdGlvbnM-;_ylv=3|title=Big brands rejected Bangladesh factory safety plan|date=26 April 2013|work=Yahoo News}}</ref>

====Myanmar==== A report by the Business and Human Rights Resource Centre (BHRRC) found a significant rise in worker abuse allegations in Myanmar garment factories since the military coup in 2021. H&M is investigating 20 such cases at its suppliers, while a report documented 156 in total over the past year. This has led some fashion brands like Inditex (Zara owner) to cut ties with Myanmar suppliers, while others like H&M and Bestseller are increasing monitoring efforts. The decision to stay or leave is complex, with some arguing continued engagement offers leverage for improvement, while others fear a race to the bottom if major brands exit.<ref>{{Cite news |date=17 August 2023 |title=H&M probes alleged Myanmar factory abuses as pressure intensifies |url=https://www.reuters.com/business/retail-consumer/hm-probes-myanmar-factory-abuses-pressure-intensifies-2023-08-16/ |work=Reuters}}</ref>

=== Supply chain transparency === ''The Guardian'' wrote that in a conscious action sustainability report for 2012, H&M published a list of factories supplying 95% of its garments.<ref>{{cite web|url=https://www.theguardian.com/sustainable-business/h-and-m-sustainability-report|title=H&M: how does the fashion retailer's sustainability report stack up?|author=Lucy Siegle|work=The Guardian|date=24 April 2013}}</ref> This contributes to the trend of corporations leaning toward ethically transparent supply chains.<ref>{{Cite web|title=In this issue of SCMR: The ethical supply chain|url=https://www.scmr.com/article/the_ethical_supply_chain|access-date=3 April 2021|website=Scmr.com}}</ref>

=== Slave and child labour === On 2 January 2013, ''The Ecologist'' reported<ref>{{Cite news | url =https://www.theecologist.org/News/news_analysis/1745659/conservative_mp_promoted_cotton_trade_linked_to_child_labour.html | title = Conservative MP 'promoted cotton trade linked to child labour' | work = The Ecologist | date = 2 January 2013 | access-date =1 April 2013 }}</ref> allegations by Anti-Slavery International that H&M was continuing its association with the Uzbek government in exploiting child and adult forced labor as cotton harvesters in Uzbekistan.<ref>{{Cite news | url = http://www.antislavery.org/english/campaigns/cottoncrimes/default.aspx | title = Stop H&M Being Complicit in Cotton Crimes | work = Anti-Slavery International website | access-date = 1 April 2013 | archive-date = 3 April 2013 | archive-url = https://web.archive.org/web/20130403152317/http://www.antislavery.org/english/campaigns/cottoncrimes/default.aspx }}</ref>

In September 2020, amid international allegations over the use of Uyghur forced labor in Xinjiang, H&M published a statement saying that it had stopped buying cotton from growers in Xinjiang, stating that it was "deeply concerned by reports from civil society organizations and media that include accusations of forced labor and discrimination of ethno-religious minorities".<ref>{{Cite news |last=Paton |first=Elizabeth |date=24 March 2021 |title=H&M Faces Boycott in China Over Stance on Treatment of Uyghurs |language=en-US |work=The New York Times |url=https://www.nytimes.com/2021/03/24/business/handm-boycott-china-uyghurs.html |access-date=28 March 2021 |issn=0362-4331}}</ref>

In February 2017, ''The Guardian'' reported children were employed to make H&M products in Myanmar and were paid 13p (about 15 cents US) an hour – half the full legal minimum wage.<ref>{{cite news |last=Chamberlain |first=Gethin |date=5 February 2017 |title=How high street clothes were made by children in Myanmar for 13p an hour |work=The Guardian |url=https://www.theguardian.com/world/2017/feb/05/child-labour-myanmar-high-street-brands}}</ref>

Since then, H&M has become a Fair Labour Association (FLA) member and has set a goal to achieve fair living wages throughout its supply chain by 2030.<ref>{{Cite web |date=26 September 2023 |title=Sustainability |url=https://hmgroup-prd-app.azurewebsites.net/sustainability/ |access-date=22 November 2023 |website=H&M Group |language=en-US}}</ref>

=== Factory building structural collapses === ==== Savar building, Bangladesh ==== In April 2013, the Rana Plaza building collapsed in Bangladesh killing over 1,100 people. Fatalities were mostly garment workers. The incident is considered the deadliest non-deliberate structural failure accident and the deadliest garment factory disaster in modern history. The eight-story building complex that was not designed for factory production and had cracks in the structure that the owners ignored. Approximately 2,500 injured people were rescued from the rubble.

The company and other retailers signed on to the Accord on Factory and Building Safety in Bangladesh. In June 2016, SumOfUs launched a campaign to pressure H&M to honor the commitment it made and signed to protect Bangladesh's garment workers. SumOfUs alleged that "H&M is drastically behind schedule in fixing the safety hazards its workers have to face every day."<ref>{{cite web |title=H&M: Honour your commitments to protect garment workers in Bangladesh |url=https://actions.sumofus.org/a/h-and-m-honour-your-commitments-to-protect-garment-workers-in-bangladesh |access-date=25 June 2016 |work=SumOfUs}}</ref>

==== Phnom Penh, Cambodia ==== On 19 May 2013, a textile factory that produced apparel for H&M in Phnom Penh, Cambodia collapsed, injuring several people.<ref>{{cite news|url=https://www.wsj.com/articles/SB10001424127887324787004578497091806922254 |title=H&M Clothes Made in Collapsed Cambodian Factory - WSJ.com |publisher=Online.wsj.com |access-date=8 November 2013}}</ref> The incident has raised concerns regarding industrial safety regulations.

=== Living wage === On 25 November 2013, H&M's global head of sustainability committed<ref>{{cite news|url=https://www.reuters.com/article/us-hm-wages-idUSBRE9AO0I820131125 |title=H&M will aim to pay all textile workers "living wage" by 2018 | publisher=Reuters.com |date= 25 November 2013|access-date=28 November 2013 |first=Emma |last=Thomasson}}</ref><ref>{{Cite news | last = Liebelson | first = Dana | title = H&M Plans to Pay Garment Workers Fair Wages. Here's Why That's Probably BS | work = Mother Jones | access-date = 24 October 2014 | date = 6 January 2014 | url = https://www.motherjones.com/mojo/2014/01/hm-fair-labor-wages }}</ref> that H&M, as the world's second-largest clothing retailer, would aim to pay all textile workers "living wage" by 2018, stating that governments are responding too slowly to poor working conditions in Bangladesh among other Asian countries where many clothing retailers source a majority if not all of its garments. Wages were increased in Bangladesh from 3,000 takas ($40) to 5,300 takas ($70) a month in late 2013.<ref>{{cite news|url=https://www.reuters.com/article/hennes-mauritz-bangladesh-idUSL6N0N12AX20140410|title=H& calls for faster factory inspections in Bangladesh|work=Reuters|date=10 April 2014|last1=Shanley|first1=Mia}}</ref>

As of October 2018, a report from the Business and Human Rights Centre show that adequate wages and overtime payment practices do not live up to the conditions promised by H&M in 2013 based on interviews with 62 workers in six H&M supplier factories in Bulgaria, Turkey, India and Cambodia.<ref>{{Cite web |title=New research findings accuse H&M of failing to ensure living wages for its supply chain workers; incl. co response |url=https://www.business-humanrights.org/en/latest-news/new-research-findings-accuse-hm-of-failing-to-ensure-living-wages-for-its-supply-chain-workers-incl-co-response/ |access-date=2026-02-06 |website=Business and Human Rights Centre |language=en}}</ref> On 13 July 2019, H&M docked the pay and suspended several unionized staff in three of its stores in New Zealand for wearing 'Living wage' stickers, as part of a wider industrial dispute.<ref>{{Cite web |date=13 July 2019 |title=H&M staff suspended for wearing stickers: Union |url=https://www.stuff.co.nz/business/114216465/hm-workers-stickers-cause-angst-for-managers |access-date=13 July 2019 |website=Stuff |language=en}}</ref><ref>{{Cite news |title=Auckland H&M workers suspended after sticker protest for living wage |language=en-NZ |work=TVNZ |url=https://www.tvnz.co.nz/one-news/new-zealand/auckland-h-m-workers-suspended-after-sticker-protest-living-wage |access-date=13 July 2019}}</ref> As of 2025, it was reported that 97% of fashion brands including H&M do not pay supply chain workers a living wage.<ref>{{Cite news |last=Munni |first=Monira |date=2025-11-20 |title=97pc global fashion brands fail to pay workers a living wage: Study |url=https://today.thefinancialexpress.com.bd/trade-market/97pc-global-fashion-brands-fail-to-pay-workers-a-living-wage-study-1763568384 |url-status=live |archive-url=https://web.archive.org/web/20260522154711/https://today.thefinancialexpress.com.bd/trade-market/97pc-global-fashion-brands-fail-to-pay-workers-a-living-wage-study-1763568384 |archive-date=2026-05-22 |access-date=2026-05-22 |work=The Financial Express (Bangladesh) |language=en}}</ref>

=== Fire safety report === In September 2015, CleanClothes.org, an NGO involved in garment labor working conditions, reported on a lack of specific fire safety renovations in H&M suppliers' factories.<ref>{{cite web|url=https://www.cleanclothes.org/resources/publications/hm-bangladesh-september-2015.pdf|title=Evaluation of H&M Compliance with Safety Action Plans for Strategic Suppliers in Bangladesh|publisher=The Clean Clothes Campaign|date=September 2015| access-date =23 October 2016|quote=16% of H&M factories haven't removed locking doors ... 61% of H&M factories with no fire exits}}</ref>

=== Xinjiang region === In 2020, the Australian Strategic Policy Institute accused 82 major brands, including H&M, of being connected to alleged forced Uyghur labor in Xinjiang Uyghur Autonomous Region (XUAR).<ref>{{cite web |url=https://www.aspi.org.au/report/uyghurs-sale |title=Uyghurs for Sale |last1=Xu |first1=Vicky Xiuzhong |last2=Cave |first2=Danielle |last3=Leibold |first3=James |last4=Munro |first4=Kelsey |last5=Ruser |first5=Nathan |website=Australian Strategic Policy Institute |date=1 March 2020 |access-date=21 March 2022}}</ref> Specifically the report mentions H&M as a customer of Huafu Top Dyed Melange Yarn Co. Ltd.<ref>{{Cite web | author=Vicky Xiuzhong Xu| page=34| title=Uyghurs for sale |website=Australian Strategic Policy Institute |url=https://www.aspi.org.au/report/uyghurs-sale | date=2020}}</ref> See also: §Boycotts by China. The evidence adduced was that between April 2017 and June 2018 2,048 Uyghur workers were taken "from Hotan Prefecture in Xinjiang to 15 factories in Anhui Province, including [a] Huafu [factory]",<ref>{{Cite web | author=Vicky Xiuzhong Xu|at=footnote 185| title=Uyghurs for sale |website=Australian Strategic Policy Institute |url=https://www.aspi.org.au/report/uyghurs-sale | date=2020}}</ref> and that H&M listed Huafu as a supplier.<ref>{{Cite web | author=Vicky Xiuzhong Xu|at=footnote 187| title=Uyghurs for sale |website=Australian Strategic Policy Institute |url=https://www.aspi.org.au/report/uyghurs-sale | date=2020}}</ref>

On 16 September 2020, H&M said it was ending its relationship with Huafu.<ref name="ind">{{cite web | url=https://www.independent.co.uk/life-style/fashion/hm-china-forced-labour-huafu-fashion-co-cotton-xinjiang-b453138.html | title=H&M to end 'indirect' relationship with Chinese supplier amid 'forced labour' allegations | website=Independent.co.uk | date=16 September 2020 }}</ref> It further stated that it had "never had a business relationship with a mill owned by the yarn producer Huafu Fashion Co in Anhui province where workers from XUAR have been employed".<ref name="ind" />

== Controversies == === Boycotts by China === In March 2021, following joint sanctions by the EU, UK, US, and Canada against China over reports of human rights abuses in Xinjiang,<ref>{{cite web|url=https://www.abc.net.au/news/2021-03-23/eu-us-uk-canada-target-china-officials-over-uyghur-abuses/100022544|title=EU, US, UK, Canada target China officials over Uyghur abuses|last=|first=|work=ABC News (Australia)|date = 23 March 2021|access-date = 26 March 2021}}</ref> H&M's stance on avoiding forced labor and its claim that it would no longer use cotton produced there were discovered and criticized by the Communist Youth League of China on its official Weibo page. Their post stated, "Spreading rumors to boycott Xinjiang cotton, while trying to make a profit in China? Wishful thinking!" This post went viral and resulted in a public boycott.<ref name=":3">{{cite web|last=Westcott|first=Ben|date=26 March 2021|title=H&M and Nike are facing a boycott in China|url=https://edition.cnn.com/2021/03/25/business/hm-nike-xinjiang-cotton-boycott-intl-hnk/index.html|access-date=26 March 2021|work=CNN Business}}</ref> Chinese e-commerce platforms, app stores, and rideshare apps blocked H&M,<ref name=":32">{{Cite web|last1=Zhang|first1=Tianwei|last2=Ap|first2=Tiffany|last3=Clark|first3=Evan|date=25 March 2021|title=Xinjiang Cotton: Li Ning, Anta Shares Surge While Nike, Adidas, Burberry Hit With Backlash|url=https://wwd.com/business-news/retail/xinjiang-cotton-ban-china-nike-uniqlo-hm-1234787090/|access-date=28 March 2021|website=Wwd.com|language=en-US}}</ref> while brand ambassadors Huang Xuan and Victoria Song, announced they were no longer collaborating with H&M.<ref>{{Cite periodical |author=Tianwei Zhang |author2=Tiffany Ap |date=24 March 2021|title=H&M Removed From All Major Chinese Platforms Over Xinjiang Cotton Ban |periodical=Women's Wear Daily |url=https://wwd.com/business-news/retail/hm-face-new-boycott-china-xinjiang-cotton-ban-1234786243/|access-date=28 March 2021 |language=en-US}}</ref><ref name=":4">{{Cite news|date=25 March 2021|title=H&M faces boycott in China over Xinjiang cotton|work=MSN|agency=BBC News|url=https://www.msn.com/en-us/news/world/handm-faces-boycott-in-china-over-xinjiang-cotton/ar-BB1eWmUS|access-date=30 March 2021}}</ref>

On 31 March, H&M responded with a statement vowing to rebuild trust in China and serve its customers in a "respectful way".<ref>{{Cite news|last1=Soderpalm|first1=Helena|last2=Ringstrom|first2=Anna|date=31 March 2021|title=H&M vows to rebuild trust in China after Xinjiang backlash|language=en|work=Reuters|url=https://www.reuters.com/article/us-h-m-results-idUSKBN2BN0LV|access-date=2 April 2021}}</ref> However, media reports indicated that H&M did not issue a direct apology but instead attempted to “blur the issue.”<ref>{{Cite web|url=https://qz.com/1991038/hms-latest-statement-on-xinjiang-doesnt-mention-xinjiang|title=H&M's latest statement on Xinjiang cotton is very careful not to mention Xinjiang|date=31 March 2021|website=Quartz}}</ref> Chinese state media outlet China Global Television Network countered the statements against Xinjiang cotton with a video showing automation in cotton-picking and local Uyghurs claiming that the industry brought high earnings.<ref name=":4" /> The US government condemned the state-backed boycott,<ref>{{Cite news|last=Mauldin|first=Alex Leary and William|date=26 March 2021|title=U.S. Condemns Chinese Boycotts of Companies Shunning Xinjiang Cotton|language=en-US|newspaper=Wall Street Journal|url=https://www.wsj.com/articles/u-s-condemns-chinese-boycotts-of-companies-that-avoid-xinjiang-production-11616784162|access-date=28 March 2021|issn=0099-9660}}</ref> while Chinese Foreign Ministry spokesperson Hua Chunying defended the consumers' actions.<ref>{{Cite web|url=https://hongkongfp.com/2021/03/25/chinese-tv-stars-cut-ties-with-nike-and-hm-faces-boycott-as-xinjiang-forced-labour-backlash-builds/|title=Chinese TV stars cut ties with Nike and H&M faces boycott as Xinjiang ‘forced labour’ backlash builds|work=Hong Kong Free Press|date=2021-03-25|access-date=2025-07-19}}</ref>

H&M’s sales in China reportedly fell by approximately 23% during the second quarter of 2021 and 40% in the third quarter.<ref>{{Cite web |url=https://finance.sina.com.cn/world/gjcj/2021-10-03/doc-iktzscyx7666746.shtml |title=冲上热搜！H&M第三季中国收入暴跌40%，跌出前10大市场，今年全球关店140家！ |language=zh |work=sina.com |date=2021-10-03 |access-date=2025-07-19}}</ref> The company stopped publishing detailed financial reports for the Chinese market after 2021.<ref>{{Cite web|url=https://www.fashionnetwork.cn/share/2077.html|title=H&M 集团发布 2024 财年年报，中国市场加速战略升级}}</ref> In August 2022, H&M resumed sales in China.<ref>{{Cite news |last=Lin |first=Clarence Leong and Liza |date=16 August 2022 |title=H&M Returns to China's Internet After a 16-Month Disappearance |language=en-US |work=The Wall Street Journal |url=https://www.wsj.com/articles/h-m-returns-to-chinas-internet-after-a-16-month-disappearance-11660653643 |access-date=16 August 2022 |issn=0099-9660}}</ref> Despite this, the brand's image remained damaged.<ref>{{Cite web|url=https://news.sina.cn/gn/2021-03-25/detail-ikknscsk1315253.d.html|title=H&M抵制新疆棉花背后：供应链主导权、定价权与标准的争夺|language=zh|work=sina.cn|date=2021-03-25|access-date=2025-07-19}}</ref>

=== Israel === H&M has operated stores in Israel since March 2010 with its first store in Tel Aviv in partnership with local franchisee Match Retail, a division of Union Group.<ref>{{Cite web |date=11 March 2010 |title=FIRST H&M STORE IN ISRAEL OPENS TODAY |url=https://hmgroup.com/news/first-hm-store-in-israel-opens-today/ |access-date=27 December 2023 |website=H&M Group |language=en-US}}</ref> As of December 2023, H&M operates 24 stores in Israel, predominantly around the region of Gush Dan. H&M does not operate any stores in the occupied areas of East Jerusalem or the West Bank.

However, since opening in Israel, the Palestinian branch of BDS has campaigned for boycott of fashion chain, demanding that it pull out of the country.<ref>{{Cite web |date=11 March 2010 |title=European groups: Boycott H&M over Israel stores |url=https://bdsmovement.net/news/european-groups-boycott-hm-over-israel-stores |access-date=27 December 2023 |website=BDS Movement |language=en}}</ref> H&M's continuing presence in Israel has led to protests in various stores in Europe,<ref>{{Cite web |title=H&M Whitewashing Israel's Colonization of Jerusalem, BDS National Committee calls for Boycotting H&M! |url=http://www.inminds.co.uk/article.php?id=10310 |access-date=27 December 2023 |website=www.inminds.co.uk}}</ref> especially since the invasion of the Gaza Strip.<ref>{{Cite web |last=Mallikka |first=Miabell |date=5 December 2023 |title=H&M targeted in pro-Palestine boycott campaign |url=https://scandasia.com/hm-targeted-in-pro-palestine-boycott-campaign/ |access-date=27 December 2023 |website=Scandasia |language=en-GB}}</ref> The company initially closed its stores when the invasion started in October, however the company quietly reopened the stores.<ref>{{Cite web |last=FashionUnited |date=13 October 2023 |title=Zara, H&M and American Eagle: Fashion responds to Israel-Hamas situation |url=https://fashionunited.uk/news/business/zara-h-m-and-american-eagle-fashion-responds-to-the-war-in-israel/2023101372098 |access-date=27 December 2023 |website=FashionUnited |language=en}}</ref>

In January 2016, H&M released and later pulled a beige and dark blue striped scarf from its Israeli stores, after it was accused of being offensive due to its resemblance to the Jewish prayer shawl, or tallit.<ref>{{Cite web |date= |title=H&M pulls tallit-like scarf from Israeli stores |url=https://www.timesofisrael.com/hm-pulls-tallit-like-scarf-from-israeli-stores/ |archive-url=https://archive.today/20231226224044/https://www.timesofisrael.com/hm-pulls-tallit-like-scarf-from-israeli-stores/#selection-817.0-817.47 |archive-date=26 December 2023 |access-date=9 January 2016 |website=The Times of Israel}}</ref>

=== Australia === In January 2024, the company was heavily criticized after its Australian branch released a school uniform advertisement with the slogan "Make those heads turn in H&M’s Back to School fashion".<ref>{{cite web |last1=Ronald |first1=Issy |title=H&M pulls school uniform ad in Australia after complaints it sexualized children |url=https://edition.cnn.com/2024/01/22/business/h-and-m-school-uniform-ad-intl-scli/index.html |website=CNN |language=en |date=22 January 2024}}</ref> Melinda Tankard Reist, an Australian writer, questioned the brand's motives, claiming that young girls just want to be left alone and don't want unwelcome attention.<ref>{{cite web |title=Australia: H&M Faces Backlash and Drops Controversial Ad Accused of Sexualizing Children |url=https://www.brutimes.com/news/world-news/australia-hm-faces-backlash-and-drops-controversial-ad-accused-of-sexualizing-children |website=Bru Times News |language=en}}</ref> The company removed the advertisement and apologized.<ref>{{cite web |title=H&M pulls ad accused of sexualizing young girls – DW – 01/23/2024 |url=https://www.dw.com/en/hm-pulls-ad-accused-of-sexualizing-young-girls/a-68059701 |website=dw.com |language=en}}</ref>

=== Cultural appropriation and racism === In August 2013, H&M withdrew faux-leather headdresses from its Canadian stores after consumers complained the items, part of the company's "summer music festival" collection, were insulting to Canada's Aboriginal peoples.<ref>{{cite web |date=9 August 2013 |title=H&M withdraws 'offensive' headdresses |url=https://www.theguardian.com/fashion/2013/aug/09/h-and-m-withdraws-offensive-headdresses-canada |work=the Guardian}}</ref> On 6 November 2015, H&M South Africa division was accused of racism for its lack of black models in its photoshoots,<ref>{{cite web |date=6 November 2015 |title=H&M in racist debacle over 'positive image' tweet for lack of black models |url=https://www.timeslive.co.za/sunday-times/lifestyle/2015-11-06-hm-in-racist-debacle-over-positive-image-tweet-for-lack-of-black-models/ |access-date=8 January 2018 |work=TimesLive}}</ref> later stating that white models convey a more "positive Image."<ref>{{cite web |date=10 November 2015 |title=H&M South Africa Racist Tweets – News One |url=https://newsone.com/3247456/hm-apologizes-racist-tweets/ |access-date=8 January 2018 |work=News One (Pakistani TV channel)}}</ref>

In 2018, H&M showcased a black child model wearing a green hoodie reading "Coolest Monkey in the Jungle" on its official United Kingdom website,<ref name="ebony.com">{{cite web |date=10 January 2018 |title=Terry Mango, Mom of Model Used to Sell Monkey Hoodie Defends H&M |url=http://www.ebony.com/news-views/mother-of-hm-model-responds-terry-mango |website=ebony.com}}</ref> which sparked controversy.<ref>{{cite web |date=8 January 2018 |title=H&M monkey hoodie sparks outrage for "racist" image |url=https://www.cbsnews.com/news/h-m-the-weeknd-coolest-monkey-in-the-jungle-racist-hoodie/ |access-date=8 January 2018 |work=CBS News}}</ref><ref>{{cite web |date=8 January 2018 |title=H&M apologizes for using black child to sell 'coolest monkey' top |url=https://money.cnn.com/2018/01/08/news/companies/hm-apologizes-monkey-hoodie/index.html |archive-url=https://web.archive.org/web/20180108143043/http://money.cnn.com/2018/01/08/news/companies/hm-apologizes-monkey-hoodie/index.html |url-status=dead |archive-date=8 January 2018 |access-date=8 January 2018 |work=CNN}}</ref><ref>{{cite news |date=8 January 2018 |title=H&M slammed as racist for 'monkey in the jungle' hoodie |work=CNBC |url=https://www.cnbc.com/2018/01/08/hm-slammed-for-racist-monkey-in-the-jungle-hoodie.html |access-date=8 January 2018}}</ref><ref>{{cite web |date=8 January 2018 |title=H&M is apologizing for a product image called out as racist |url=https://qz.com/1174479/hm-is-apologizing-for-a-product-image-called-out-as-racist/ |access-date=8 January 2018 |work=Quartz}}</ref><ref>{{cite news |date=8 January 2018 |title=H&M apologises following backlash over 'racist' image of child model on website |work=The Independent |url=https://www.independent.co.uk/news/uk/home-news/hm-apology-racist-image-website-child-model-backlash-twitter-monkey-jumper-black-a8147641.html |access-date=8 January 2018}}</ref><ref>{{cite web |date=8 January 2018 |title=H&M Faces Twitter Backlash for "Racist" Hoodie – Pret-a-Reporter |url=https://www.hollywoodreporter.com/news/h-m-faces-twitter-backlash-racist-hoodie-1072791 |access-date=8 January 2018 |work=The Hollywood Reporter}}</ref> This was especially so in the United States due to the use of the term "monkey" on a black person.<ref name="ebony.com" /> In response, Canadian and American singers such as The Weeknd and G-Eazy boycotted the company by ending their partnerships with it over the image.<ref>{{cite web |date=8 January 2018 |title=The Weeknd tweets that he's cutting ties with H&M over hoodie ad |url=https://www.businessinsider.com/the-weeknd-cuts-ties-with-hm-over-racist-sweatshirt-ad-2018-1 |access-date=8 January 2018 |work=Business Insider}}</ref><ref>{{cite web |date=8 January 2018 |title=The Weeknd Cuts Ties With H&M After Racist Ad: 'Shocked and... |url=https://www.click2houston.com/entertainment-tonight/the-weeknd-cuts-ties-with-hm-after-racist-ad-shocked-and-embarrassed |archive-url=https://web.archive.org/web/20180109180954/https://www.click2houston.com/entertainment-tonight/the-weeknd-cuts-ties-with-hm-after-racist-ad-shocked-and-embarrassed |archive-date=9 January 2018 |access-date=8 January 2018 |work=KPRC-TV}}</ref><ref>{{cite web |date=9 January 2018 |title=G-Eazy ends partnership with H&M over 'disturbing' viral 'monkey' sweatshirt – SFGate |url=http://m.sfgate.com/music/article/G-Eazy-H-M-sweatshirt-controversy-12486023.php |access-date=10 January 2018 |work=SFGate}}</ref> H&M later released an apology: "This image has now been removed from all H&M channels and we apologise to anyone this may have offended."<ref>{{cite web |title='Coolest monkey in the jungle': H&M in hot water after 'distasteful' hoodie ad – SBS News |url=https://www.sbs.com.au/news/coolest-monkey-in-the-jungle-h-m-in-hot-water-after-distasteful-hoodie-ad |website=sbs.com.au}}</ref><ref>{{cite web |title=H&M issues unequivocal apology for poorly judged product and image |url=http://about.hm.com/en/media/news/general-2018/h-m-issues-unequivocal-apology-for-poorly-judged-product-and-ima.html |archive-url=https://web.archive.org/web/20180110052328/http://about.hm.com/en/media/news/general-2018/h-m-issues-unequivocal-apology-for-poorly-judged-product-and-ima.html |archive-date=10 January 2018 |access-date=10 January 2018 |work=HM.com}}</ref><ref>{{cite web |date=8 January 2018 |title=H&M on Twitter |url=https://www.twitter.com/hm/status/950680302715899904 |access-date=10 January 2018 |work=Twitter}}</ref><ref>{{cite web |date=8 January 2018 |title=H&M on Twitter: "We'd like to put on record our position in relation to the controversial image of our hoodie. Our position is simple – we've got this wrong and we're deeply sorry. |url=https://www.twitter.com/hm/status/950816251475087360 |access-date=10 January 2018 |work=Twitter}}</ref> The mother of the model urged people to "stop crying wolf," deeming it "an unnecessary issue."<ref>{{cite web |date=10 January 2018 |title=Terry Mango, Mom of Model Used to Sell Monkey Hoodie Defends H&M |url=http://www.ebony.com/news-views/mother-of-hm-model-responds-terry-mango#axzz53njFCrSd |website=ebony.com}}</ref> After the allegations, H&M stores were vandalized and looted in South Africa. In response, H&M temporarily closed stores there.<ref>{{cite magazine |date=15 January 2018 |title=H&M shops trashed in South Africa over "racist" hoodie |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a15162012/handm-shops-trashed-in-africa-over-racist-hoodie/ |magazine=Harper's Bazaar}}</ref><ref>{{cite web |title=UPDATE: Police confirm rubber bullets fired in H&M protests as shop looted |url=https://www.news24.com/SouthAfrica/News/update-police-confirm-rubber-bullets-fired-in-hm-protests-as-shop-looted-20180113-2 |publisher=News 24}}</ref>

On 9 December 2020, Sweden's Equality Ombudsman (DO) started an investigation into H&M following a media report accusing it of racism in Swedish stores.<ref>{{Cite news |author= |date=9 December 2020 |title=Swedish equality ombudsman launches discrimination probe into H&M after media report |language=en |work=Reuters |url=https://www.reuters.com/article/h-m-discrimination-idUSKBN28J2JF |access-date=9 December 2020}}</ref>

===Alleged plagiarism=== On {{Nowrap|24 January 2012}}, H&M was reported to have stolen the work of a UK-based artist, Tori LaConsay, using it on multiple items without compensating her.<ref>{{Cite news |date=25 January 2012 |title=H&M Is Getting Slammed For Allegedly Copying An Artist's Design |url=https://www.businessinsider.com/hm-is-getting-slammed-for-allegedly-copying-an-artists-design-for-a-bunch-of-its-own-products-2012-1 |access-date=24 September 2015}}</ref> The company did not admit fault but said they would be in contact the artist to "dialogue" with her directly.<ref>{{Cite news |last=Bells |first=Nadine |date=2012-01-26 |title=H&M accused of copying 'You look nice today' design |url=https://ca.style.yahoo.com/h-m-accused-of-copying--you-look-nice-today--design.html |url-status=live |archive-url=https://web.archive.org/web/20260521144830/https://ca.style.yahoo.com/h-m-accused-of-copying--you-look-nice-today--design.html |archive-date=2026-05-21 |access-date=2026-05-21 |language=en-CA}}</ref>

==See also== {{Portal|Sweden|Companies|Fashion}} * Bonds (clothing) * European Retail Round Table * Gap Inc. * List of companies of Sweden * Shein * Zara (retailer)

==Notes== {{notelist}}{{Notelist}}

==References== {{Reflist}}

== Further reading == * Myhr, Karin Jansson (2019). ''Historien om ett företag: H&M''. Storytel. * Stannow, Lena (2021). ''Min sanning : ... efter alla år med H&M''. Ultima Esperanza Books. {{ISBN|9789198691306}}.

== External links == {{Commons category}} * {{Official website}} * {{cite web |title=Supplier list |website=Sustainability Reporting |url=http://sustainability.hm.com/en/sustainability/downloads-resources/resources/supplier-list.html |ref={{sfnref | Sustainability Reporting}} |access-date=7 March 2018}}

{{DEFAULTSORT:H and M}} Category:Companies in the OMX Stockholm 30 Category:Companies in the OMX Nordic 40 Category:Clothing brands Category:Clothing brands of Sweden Category:Clothing retailers of Sweden Category:Multinational companies headquartered in Sweden Category:Companies based in Stockholm Category:Clothing companies established in 1947 Category:Design companies established in 1947 Category:Retail companies established in 1947 Category:Swedish companies established in 1947 Category:2000s fashion Category:2010s fashion Category:2020s fashion Category:Swedish brands Category:Swedish youth culture Category:Online retailers of Sweden Category:1970s initial public offerings Category:Companies listed on Nasdaq Stockholm Category:Persson family Category:Shoe brands Category:Youth culture Category:20th-century establishments in Västmanland County

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