H&M Group’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 Group.
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 Group in a way that is in accordance with that policy.