Less than 24 hours after stating that it would continue to sell a collection featuring Justin Bieber — H&M has reversed course and has stopped selling the pieces.
The Swedish fast-fashion chain countered that claim on Monday, telling WWD that “as with other licensed products and partnerships, H&M followed proper approval and procedures.” At that time, the company said the merchandise would remain on sale but said “we need to look into this more to understand, before we take action.”
Bieber’s image was featured on a dress, sweatshirt, T-shirt and tote bag. A phone case and one $40 hoodie were imprinted with “I miss you more than life” — a reference to the lyrics from his song, “Ghost.” Given their social media reach, global superstars like Bieber have the influence to sway millions of consumers toward or away from a brand. In the past few years, select incidents have led to legal action, including a lawsuit that Ariana Grande brought against Forever 21 in 2019.
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