Responsible marketing

Responsible marketing

Our advertising campaigns are one of the many ways we communicate our business idea. We work with some of the world's best photographers, models and style icons, aiming to inspire a wide and diverse target group across our 61 markets. H&M's marketing has a major impact and it is essential for us to convey a positive image. We don't aim to communicate any specific ideal, but rather a large range of styles and attitudes.

H&M’s advertising campaigns are produced internally at our head office in Stockholm, Sweden, by the marketing department in co-operation with creative professionals located in the major fashion hubs of the world. The campaigns are designed to be clear and simple and aim to inform our customers of what is new at H&M.

All of the campaigns show the season’s designs and the price of the clothes pictured. The advertisements that we produce are largely identical in all of our markets, but the media strategy is adapted to local requirements and conditions.

Each season we strive to feature models with different looks, styles and cultural backgrounds to advertise our concepts for women, men, teenagers and children.

Models are selected in collaboration between internationally recognised agencies and our own representatives. As outlined in our advertising policy, the models depicted must portray the current fashion in a positive and healthy manner. We deliberately take distances from drug and alcohol abuse, and do not use models that are not portraying H&M in a way that is in accordance with that policy.

Special guidelines for advertising of our children’s concepts

H&M has special guidelines for the advertising of our children’s concepts. The target audience is parents, not children, and we place advertisements in media that are not aimed directly at children. Children who take part in our campaigns must take part of their own free will. If children are cast in a photo shoot, there is always an H&M representative present to ensure the safety of the children and to maintain a professional environment.

Cause related marketing

We also run cause-related marketing campaigns such as WWF, aiming to inspire people all over the world to care for our planet. 10% of the sales price of the collection supported WWF’s work in conserving species at risk.

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