But H&M Says It Followed “Proper Approval Procedures
By Gary Symons
TLL Editor in Chief
Talk about a licensing nightmare!
Canadian pop superstar Justin Bieber just made global headlines, going on Instagram and trashing H&M for allegedly using his face and lyrics on a line of apparel.
The collection features items including a sweatshirt, a canvas bag and a T-shirt dress with Bieber’s face and song lyrics printed on them.
“”I didn’t approve any of the merch collection that they put up at H&M .. all without my permission and approval,” Bieber wrote in an Instagram post on Monday evening. The Bieb then doubled down, adding, “the H&M Merch they made of me is trash and I didn’t approve it. Don’t buy it.”
So, it’s not Kanye West and Adidas bad … but still pretty bad.
However, H&M says it just ain’t so, and that it followed the normal licensing protocols for the new collection.
“As with all other licensed products and partnerships, H&M followed proper approval procedures,” the company said in a statement to media. However, when TLL checked the website, the offending items had been removed from the ecommerce portal, and H&M has confirmed it is not selling the clothing until the issues are worked out.
“Out of respect for the collaboration and Justin Bieber, we have removed the garments from our stores and online,” the company said.
This is not the first time H&M has carried a line of licensed apparel featuring Bieber, who is most famous in the licensing world for his hugely successful Timbiebs Timbits with the Tim Hortons restaurant chain. The licensed food collab was so successful it pushed the coffee and donut company to a hugely profitable year, and even raised the parent company’s share price by a significant amount.
H&M previously carried a wide assortment of clothing licensed by Bieber and his Purpose tour in 2017.
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