, 2022-12-22 06:00:34,
GHOSTED: Less than 24 hours after stating that it would continue to sell a collaborative collection with Justin Bieber — despite the musician publicly criticizing those designs and saying he did not approve them — H&M has reversed course and has stopped selling the pieces.
On Monday, Bieber posted to Instagram Stories that he hadn’t approved any of the H&M collection, posting “All without my permission and approval [SMH] I wouldn’t buy it if I were you.”
He later posted to his 270 million Instagram followers: “H&M merch they made of me is trash and I didn’t approve it. Don’t buy it.”
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.”
By Tuesday, however, H&M had changed its tune a bit. In a statement, the retailer reiterated Bieber’s involvement, but noted that the designs are no longer being sold. A company spokesperson told WWD Wednesday, “As mentioned in our previous statement, H&M has followed proper approval procedures. Out of respect for the collaboration and Justin Bieber, we have removed the garments from our stores and online.”
Representatives did not respond immediately to requests for comment Wednesday.
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