H&M

File:H & M - Store (51396227419).jpg in New York City]]

The business was established in 1947 by Erling Persson when he opened his first shop in Västerås, Sweden.{{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 }} The shop was called Hennes (Swedish for 'hers') and only sold women's clothing. Another store opened in Norway in 1964.{{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}} 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.

The company was listed on the Stockholm Stock Exchange in 1974. Shortly after, in 1976, the first store outside Scandinavia opened in London.{{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}} H&M continued to expand in Europe and began to retail online in 1998{{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}} 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.

File:H&M Home.jpg store]]

In 2008, the company announced in a press release that it would begin selling home furnishings.{{cite web|url=http://www.hm.com/us/press/pressreleases/fashion/theamericasfashionpressrelease.ahtml?pressreleaseid=741&nodeid=334|title=H&M Home Fashions|date=28 November 2008|publisher=H & M Hennes & Mauritz AB|access-date=10 April 2009}} While initially distributed online, the home furnishing items are now sold at H&M Home stores worldwide.{{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}}

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.{{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}} Its worth was estimated at $12 billion to $16 billion.{{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}}{{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}} 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.{{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}} In 2017 H&M founded a new concept store Arket.

H&M operated 2,325 stores at the end of 2011. At the end of August 2012, they were operating 304 more stores, bringing the total to 2,629.{{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}} In September 2013, the retailer opened its 3000th store in Chengdu, China.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}} In 2023, the company announced that it will enter the Brazilian market in both physical and digital formats, expected to begin operations in 2025.{{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}}

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.{{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}} 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.{{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}}

File:H&M Global map (1).png

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.{{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 }}{{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}} 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.{{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}}{{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}}

H&M sources its clothing products from various countries globally. The primary manufacturing locations for H&M products are China, Bangladesh, and India.{{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}} While H&M's headquarters is in Sweden, it operates 21 supplier and factory locations within the country.

The key trends for the H&M Group are (as of the financial year ending 30 November):{{Cite web |title=Annual reports |url=https://hmgroup-prd-app.azurewebsites.net/about-us/corporate-governance/annual-report/ |access-date=25 November 2023 |website=H&M Group |language=en-US}}

• 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.{{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}}
• In November 2006, the company launched a collection by Stella McCartney.
• Also in November 2006, the company launched a collection by avant-garde Dutch designers Viktor & Rolf.
• H&M launched a collaboration designed by pop star Madonna in March 2007.{{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}}
• In November 2007, several months after collaborating with Madonna, the company launched a collection by Italian designer Roberto Cavalli.
• Finnish company Marimekko was chosen as a guest designer in spring 2008.{{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}}
• 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.{{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}}
• 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.{{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}}
• 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.{{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}}
• 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.
• French fashion house Lanvin collaborated with H&M to create a new collection, "Lanvin Hearts H&M," in fall 2010.{{cite web |date=30 November 2010 |title=Lanvin for H&M – Press Release |url=http://www.hm.com/us/press/pressreleases/fashion__prfashion.nhtml}} 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.{{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}}
• 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.{{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}}
• H&M announced a collaboration with Marni in November 2011. The campaign launched a few months later in Mah 2012 and was led by director Sofia Coppola.{{Citation needed|date=July 2022}} File:Trompe l'oeil printed viscose jersey dress by Maison Martin Margiela for H&M, 2012.jpg-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.{{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}}
• 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.{{Citation needed|date=January 2023}}
• 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.{{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}} The collection sold out very quickly in cities across the globe and was heavily anchored in sales online.{{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}}
• 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.
• 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.{{cite news | url=http://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}} 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".{{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}}
• In November 2016, H&M released a designer line in collaboration with Kenzo.{{cite news | url= http://www.ikonlondonmagazine.com/kenzo-x-hm/ | title= Kenzo X H&M | work= Ikon London Magazine | date= 12 June 2016 | access-date=23 February 2018}} That year the company released an annual holiday movie directed by Wes Anderson as part of the company's Christmas advertising campaign. 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.{{Cite news|url=http://www.bbc.co.uk/newsbeat/article/38135969/hm-has-made-a-short-wes-anderson-film-for-its-christmas-ad|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}}{{Cite news|url=http://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}}{{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}}{{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}}
• Swedish singer Zara Larsson designed a "playful, young, empowering and little glamorous" collection with H&M in February 2017.{{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}}
• 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!.{{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}}
• 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.{{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}}
• 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.{{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}}
• 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.{{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}}

{{POV|date=September 2023}}

Starting in February 2013, H&M began offering patrons a voucher in exchange for used garments. 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.{{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}}{{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 }}{{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}}

In April 2014, H&M joined Zara and other apparel companies in changing their supply chain to avoid endangered forests. The company teamed with Canopy, a nonprofit, to remove endangered and ancient forests from their dissolvable pulp supply chain for their viscose and rayon fabrics.{{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}}

The H&M Foundation, a nonprofit, was established in 2014 to fund projects that improve humanitarian and environmental issues within the fashion industry. The Persson family, the founders and owners of H&M, originally invested $180 million in the foundation. One of the foundation's projects includes the Green Machine, a recycling technology that would allow clothing to be recycled in a similar way to aluminum can recycling.{{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}} Since 2013, the family has made contributions to the foundation, donating SEK1.1 billion (US$154 million) to it.{{Citation needed|date=May 2021}} According to the OECD, H&M Foundation's financing for 2019 development increased by 7% to US$17 million.{{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}} In August 2015, the H&M Foundation announced that it will award the Global Change Award,{{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}} a million-euro annual prize, to advance recycling technology and techniques within the fashion industry.{{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}}

In September 2019, H&M halted its leather purchases from Brazil in response to the 2019 Amazon rainforest wildfires.{{Cite news |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 |date=5 September 2019 |access-date=6 September 2019 |publisher=Radio France Internationale |agency=Agence France-Presse |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 |url-status=live}} 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.{{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}}

Actress Maisie Williams joined the brand as a global sustainability ambassador in April 2021. As a global sustainability ambassador, she helped front the company's campaign on using only recycled or sustainably sourced materials by 2030.{{Cite web|last=Okwodu|first=Janelle|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|date=12 April 2021|language=en-us}} The first initiative fronted by the actress has led to a collaboration with the video game Animal Crossing, with Williams being transformed into a digital game character to teach the virtues of recycling.{{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}}

In May 2021, H&M announced a temporary rental clothing service that allows men to rent suits for up to 24 hours for job interviews. It began in the UK and was also being tested in the United States.{{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}}

In 2024, the company said that about 90% of the down and feathers in its products came from recycled items but that by the end of 2025, none of their items would use virgin down or feathers."[https://www.msn.com/en-ca/money/topstories/h-m-to-phase-out-virgin-down-by-the-end-of-2025/ar-AA1rIdK8 H&M to phase out virgin down by the end of 2025]," Reuters, 4 October 2024.

In 2019, H&M announced its intent to phase out wool from mulesed sheep from its global inventory. In 2025, H&M reported that it had fully phased out wool from mulesed sheep. {{Cite web |title=H&M phases out Australian mulesed wool - Ragtrader |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}}

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In addition to the H&M brand, the company consists of six individual brands with separate concepts.{{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}} Brands include Afound, Arket, COS, Monki, Weekday, and & Other Stories.{{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}}

COS launched its flagship store on London's Regent Street in March 2007 with a catwalk show at the Royal Academy.{{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}} Its concept is encompassed by minimalist style inspired by architecture, graphics, and design.{{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}}

It specializes in modern clothing pieces for men and women that are less trend-oriented than other similarly priced labels.{{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}} COS makes clothing that can be worn beyond the season.{{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}} COS has 197 stores in 34 countries{{cite web|url=https://www.cos.com/en_gbp/store-locator.html|title=Store Locator – COS GB|website=cos.com}} in Europe, Asia, North America, Australia and the Middle East and currently retails online to 19 markets via cos.com.

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

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.{{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}}

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.{{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}}

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 their 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.{{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}}

The Guardian wrote that in a conscious action sustainability report for 2012, H&M published a list of factories supplying 95% of its garments.{{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}} This contributes to the trend of corporations leaning toward ethically transparent supply chains.{{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}}

On 2 January 2013, The Ecologist reported{{Cite news | url =http://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 }} 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.{{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 }}

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".{{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}}

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.{{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}}

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.{{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}}

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 they 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."{{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}}

On 19 May 2013, a textile factory that produced apparel for H&M in Phnom Penh, Cambodia collapsed, injuring several people.{{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}} The incident has raised concerns regarding industrial safety regulations.

{{Update section|date=February 2024}}

On 25 November 2013, H&M's global head of sustainability committed{{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}}{{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

}} 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 their garments. Wages were increased in Bangladesh from 3,000 takas ($40) to 5,300 takas ($70) a month in late 2013.{{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}}

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.{{cite web|url=http://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}}

In 2020, the Australian Strategic Policy Institute accused 82 major brands, including H&M, of being connected to alleged forced Uyghur labor in Xinjiang.{{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}} Specifically the report mentions H&M as a customer of Huafu Top Dyed

Melange Yarn Co. Ltd.{{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}} 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]",{{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}} and that H&M listed Huafu as a supplier.{{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}}

On 16 September 2020, H&M said it was ending its relationship with Huafu.{{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 }} 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".

In March 2021, after the EU, UK, US, and Canada's joint sanctions against China over reports of human rights abuses in Xinjiang,{{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}} H&M's stance on avoiding forced labor in Xinjiang and claim of not going to use cotton produced there was found 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!"

The viral post spread across mainland Chinese social media, leading to H&M facing significant criticism among Chinese social media users.{{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}} On 24 March 2021, H&M became the first fashion brand to be targeted in China, with its products removed from Chinese e-commerce platforms such as Pinduoduo, JD.com and Alibaba, its mobile application removed from Chinese app stores, and rideshare platform DiDi blocking customers from requesting H&M stores as their destinations.{{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}} Two of H&M's brand ambassadors in China, Huang Xuan and Victoria Song, announced they were no longer collaborating with H&M.{{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}}

In August 2022, H&M resumed sales in China.{{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}}

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.{{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}} On 26 March 2021, the United States condemned the China-backed boycotts, with its Department of Commerce stating that the United States "has taken strong actions to stop China from profiting off of its human-rights abuses in Xinjiang and to stop imports of products made with forced labor in China."{{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}} On the same day, Chinese Foreign Ministry spokesperson Hua Chunying responded by saying that Chinese consumers have the right to express their own choices.http://hongkongfp.com/2021/03/25/chinese-tv-stars-cut-ties-with-nike-and-hm-faces-boycott-as-xinjiang-forced-labour-backlash-builds/

Later, H&M quietly revised its original wording regarding Xinjiang. On 31 March, H&M responded with a statement vowing to rebuild trust in China and serve its customers in a "respectful way".{{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}} However, media reports indicated that H&M did not issue a direct apology but instead attempted to “blur the issue.”https://qz.com/1991038/hms-latest-statement-on-xinjiang-doesnt-mention-xinjiang H&M’s sales in China reportedly fell by approximately 23% during the second quarter of 2021 compared to the same period in the previous year. In the third quarter of 2021 (ending August 31, 2021), sales in the Chinese market declined by approximately 40%.https://cj.sina.cn/article/norm_detail?url=https%3A%2F%2Ffinance.sina.com.cn%2Fworld%2Fgjcj%2F2021-10-03%2Fdoc-iktzscyx7666746.shtml%3Futm_source%3Dchatgpt.com&from=redirect&autocallup=no&isfromsina=noDespite this, the boycott had a far-reaching impact, and the brand’s image remained damaged. https://news.sina.cn/gn/2021-03-25/detail-ikknscsk1315253.d.html?Following this, H&M continued to experience poor performance in the Chinese market, with a reduction in store numbers, declining sales, and a loss of brand influence. As a result, H&M has not released detailed financial reports for the Chinese market since 2021, nor has it separately listed data for the Chinese market in its annual reports.https://www.fashionnetwork.cn/share/2077.html

A proposed class action lawsuit in the US alleged that H&M was greenwashing via the sustainability claims made in its Conscious Choice range. These claims were dismissed. Earlier this year, The Norwegian Consumer Agency (Forbrukertilsynet) said it believed Norrøna is "breaking the law" in marketing clothes as environmentally friendly and issued a warning to H&M GROUP against using the same type of environmental claims.{{Cite web |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}}

In March 2022, the H&M Group communicated{{cite web |title=H&M Group temporarily pauses all sales in Russia |url=https://hmgroup.com/news/hm-group-temporarily-pauses-all-sales-in-russia/ |website=H&M Group |date=2 March 2022 |access-date=11 January 2023}} that they would pause their operations in Russia due to the Russian invasion of Ukraine.

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.{{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}} 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 they pull out of the country.{{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}} H&M's continuing presence in Israel has led to protests in various stores in Europe,{{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}} especially since the invasion of the Gaza Strip.{{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}} The company initially closed its stores when the invasion started in October, however the company quietly reopened the stores.{{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}}

In January 2016, H&M initially put out and later pulled a tallit-like beige and dark blue striped scarf in its Israeli stores, after it was accused of being offensive to Jews.{{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}}{{Clarify|date=May 2024}}

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".{{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}} 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.{{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}} The company removed the advertisement and apologized.{{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}}

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{{Reflist}}

• 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}}.

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