H&M controversies

H&M investigates claim of hack by ShinyHunters

Issue disclosure

In October 2026, fashion retailer H&M stated that it was investigating claims circulating online that it had been attacked by the cyber-criminal group ShinyHunters. The company added that, at that time, it had not found any indications that its data environment had been compromised. The statement addressed the online claims without confirming that an attack had occurred, and no further details about the claims or the investigation were provided.

Fashion retailer H&M said it is investigating claims circulating online that it was attacked by the cyber-criminal group ShinyHunters, adding that at this time it has not found any indications that its data environment has been compromised.

Greenwashing scrutiny

Environmental marketing associated with H&M’s Conscious range faced legal and regulatory scrutiny. A U.S. class-action case was dismissed, while Norway’s consumer authority questioned whether some claims were adequately supported.

H&M affiliate fined over false advertising

Fine or penalty

In 2021, H&M's associated company, H&M (Shanghai) Commercial Co., Ltd., was fined approximately RMB 260,000, and more than RMB 30,000 in illegal gains was confiscated. The penalty concerned the use of advertising that falsely promoted goods or services and deceived or misled consumers.

H&M faces online criticism over its Henan disaster donation

Public backlash

After H&M said it had donated money and clothing to assist with relief efforts in Henan, some Chinese internet users criticized the brand, citing its earlier statement about Xinjiang.

Shanghai authority penalizes H&M affiliate over product labeling

Fine or penalty

Shanghai's Huangpu District Market Supervision Administration ordered H&M-affiliated Hennes & Mauritz (Shanghai) Commercial Co., Ltd. to rectify its failure to label required product specifications, grade, and the names and amounts of main ingredients. The report states that H&M was fined; the cited notice says the affiliate was ordered to correct the violation.

H&M faces backlash in Vietnam over online map

Public backlash

Vietnamese consumers criticized H&M on social media and called for a boycott after the retailer agreed to change an online map that showed the nine-dash line in the East Sea. The Vietnam Standards and Consumer Rights Protection Association also petitioned Vietnamese departments and agencies to require H&M to recall the products it said violated international law.

H&M pledges to regain trust in China amid boycott

Company response

H&M said it would work to regain the trust and confidence of its customers and business partners in China amid a boycott targeting the retailer and other Western companies. The company also said it was developing forward-looking strategies concerning material sourcing.

Consumer boycott of Western brands in China

Public backlash

Consumers in mainland China boycotted H&M, Nike, Burberry and other Western brands amid a social-media campaign targeting companies that had refused to use cotton from Xinjiang over alleged forced labor.

H&M and Nike face criticism in China over Xinjiang statements

Public backlash

H&M faced a potential boycott in China after a social media storm over its earlier statement expressing concern about reports of forced labor in Xinjiang. The article also reported that a similar statement from Nike was attracting criticism.

Xinjiang Huijia Times demands an apology from H&M over its Xinjiang statement

Public backlash

Xinjiang Huijia Times publicly demanded that H&M apologize to the people of Xinjiang, saying H&M's statement about no longer working with a Xinjiang garment factory had caused strong public dissatisfaction and harm. The source reports the demand but does not establish that H&M apologized.

Calls to boycott H&M in China over its Xinjiang cotton position

Public backlash

The Communist Youth League called H&M’s position on Xinjiang cotton foolish, and Chinese nationalists commenting under the post called for a boycott of H&M in China. The article says H&M had previously stated that it would discontinue cotton supplies from Xinjiang over alleged forced labour.

Unsold inventory and overproduction criticism

H&M faced criticism concerning the scale of unsold clothing and the environmental implications of producing large volumes of rapidly changing fashion.

Cambodian supplier worker illnesses

Nearly 300 workers at a Cambodian factory supplying H&M reportedly fainted during one week. Accounts cited possible chemical exposure, inadequate ventilation, malnutrition and other workplace or social factors.

Garment-worker safety concerns in Bangladesh

Labor organizations pressed apparel companies, including H&M, to support independent inspections and legally binding safety arrangements for Bangladeshi factories.

Alleged destruction of discarded clothing

A report alleged that merchandise at a New York H&M store was cut up before disposal, prompting criticism over waste and the treatment of unsold or returned goods.