H&M pulls Justin Bieber merch less than 24 hours after claiming it followed 'proper approval procedures’
Despite claiming it followed ‘proper approval procedures’, H&M has removed its recent collection of Justin Bieber merchandise in store and online after facing backlash from the Canadian signer.
Justin Bieber took to social media on Tuesday urging his 270 million followers not to purchase the unauthorised merchandise.
Bieber took to his Instagram stories writing: “I didn't approve any of the merch collection that they put up at H&M… all without my permission and approval. SMH I wouldn't buy it if I were you.”
This statement was followed by a second slide which read: “The H&M merch they made of me is trash and I didn’t approve it, don't buy it.”
In response, a spokeswoman for H&M clarified: "As with all other licensed products and partnerships, H&M followed proper approval procedures."
However, several hours later, a further statement was released by H&M that read: "But out of respect for the collaboration and Justin Bieber we have removed the garments from our stores and online."
The collection, including a sweater dress with a black-and-white image of the singer's face on the front, is now no longer available for purchase.
This is not the first-time global brands have faced backlash for using stars’ images without permission. In 2013, Rihanna was awarded £3.3 million in a court case against Topshop. In addition, Ariana Grande took action against Forever 21 in 2019 for the same reason.