H&M news and archive

H&M turns to AI ‘digital twins’ in new campaign, as fashion grapples with blurred realities

Fast‑fashion giant H&M has become the latest retailer to put artificial intelligence at the centre of its marketing, releasing a campaign that replaces flesh‑and‑blood models with photorealistic “digital twins” posed against stylised backdrops of cityscapes. The first tranche of images, unveiled on 2 July, forms part of a broader experiment the...

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H&M accelerates share buy-back sparking privatisation rumours

Swedish retail giant H&M Group is amping up its share buy-back programme as the billionaire Persson family strengthens its control over the company. The move has sparked speculation over potential plans to take the retailer private. According to a regulatory filing with the Swedish Financial Supervisory Authority, Persson-owned Ramsbury Invest...

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Circulose secures multi-year sourcing agreement with H&M

H&M Group has struck up a multi-year sourcing agreement with material manufacturer Circulose. The Swedish fashion giant has agreed to replace a “substantial share” of its virgin viscose used throughout its portfolio with Circulose’s own man-made fibres. The deal contributes to H&M’s wider mission of ensuring that 100 percent of its materials are...

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H&M Group profit dips in first half 2025

Swedish fashion group H&M saw higher freight costs, unfavourable exchange rates and increased markdowns impact its first half (H1) of the 2025 financial year (FY25), resulting in decreased operating profit and profit after tax. In a financial update, H&M Group reported an operating profit of seven billion Swedish krona. This represents a...

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Discarded clothes from British brands found in Ghana’s protected wetlands

Discarded garments from the likes of Next, George at Asda, Primark, H&M, Zara and Marks & Spencer have been uncovered in new dumps in the protected wetlands of Ghana, an hour outside the region’s capital city, Accra. According to an investigation by Unearthed and Greenpeace Africa, synthetic fast fashion from the UK and Europe was found in two...

Fashion

H&M to create 'twins' of models with AI: "The possibilities are almost endless"

H&M joins the growing list of fashion companies utilizing artificial intelligence (AI) in their online communications. The retailer will create digital "twins" of real models. These AI reproductions will be used in social media posts and marketing campaigns, provided the models give their consent. Thirty models, including Mathilda Gvarliani...

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H&M closes quarter with 3 percent sales increase, profits halved

H&M reported increased turnover (though weaker than analysts' forecasts) for the quarter spanning December 1 to February 28. Furthermore, the Swedish group's sales are projected to increase by 1 percent in local currency in March compared to the same month last year. In a statement released today, March 27, the company estimates that the overall...

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Shein reigns supreme, taking the lead apparel market share in 2024 amidst a tough economy

Shein, the ultra-fast fashion giant from China, strengthened its ever-tightening grip on the apparel market in 2024, outpacing competitors once more as budget-conscious consumers continued to turn to familiar brands amid growing economic uncertainty. The Singapore-based Shein is estimated to have extended its apparel market share by 0.24...

Fashion

Cascale unveils updated Higg Index tool

Cascale, formerly the Sustainable Apparel Coalition, has introduced the latest iteration of the Higg Brand and Retail Module (BRM), reinforcing its commitment to refining sustainability assessment tools for the fashion industry. Part of the broader Higg Index suite, the Higg BRM is designed to help brands and retailers evaluate their...

Fashion |In Pictures

In Pictures: H&M partners with Poland’s Magda Butrym on collaborative collection

H&M has unveiled Magda Butrym as its next collaborator. The Polish ready-to-wear designer has worked with the Swedish fashion giant on a collection of womenswear, accessories and jewellery set to launch April 24. In a statement, Butrym said she envisioned the collection “as a chance to invite people into our world – and to celebrate femininity...

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Despite a drop in sales, H&M increases annual profit by a third

The Swedish clothing group Hennes & Mauritz AB suffered a slight decline in sales in the 2023/24 financial year, but was able to improve its results thanks to successful cost-cutting measures. This is according to the latest annual report, which the parent company of brands such as H&M, Cos, Monki, Weekday, & Other Stories and Arket presented on...

Retail

H&M to increase UK return fees

Swedish fashion giant H&M is joining the widening group of retailers increasing their return fees in a bid to tackle alleged abuse of the policy. From February 3, 2025, the company will be increasing its fee on returned items from 1.99 pound to 2.95 pounds, which will be deducted from refunds made by all UK customers. The fee will not be applied...