These Are H&M's Most Expensive Brand Endorsement Deals

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Founded initially as Hennes in Sweden in 1947 by Erling Persson, H&M exclusively sold womenswear during its early years after inception. After acquiring the apparel company, Mauritz Widforss in the late 1960s, the company's name changed to Hennes & Mauritz, better known as H&M today. With the addition of menswear, the company gained popularity and eyed for expansion in the West. The growth began in the 1990s, and the first H&M store in America opened on Fifth Avenue in New York City. By the early 2000s, the fashion company began making collaborations to become a symbol of affordable luxury.

From holiday collections to introducing a new line of clothing, H&M has partnered with A-list celebrities to gain traction for their brand, worth $18.82 billion today. From Vanessa Paradis, who was the face of the first Conscious collection, to Laura Harrier, who walked the 2022 Met Gala in an H&M gown, let’s look at their most expensive brand endorsement deals.

Vanessa Paradis

H&M launched its first environmentally-sound collection, Conscious, in 2013 and bagged French model Vanessa Paradis to become the face of the new launch. According to Marie Claire, the collection is made from sustainable fabrics, and Paradis was wearing its clothing and apparel while shooting for the advert and print ads. The campaign also asked people to bring unwanted clothes to any UK or Ireland store to receive an H&M gift voucher.

Stella McCartney

Fashion icon Stella McCartney has become a pioneer in bringing elegant and sophisticated fashion. In 2005, just a few years after launching her brand, the fashion icon designed a streetwear collection with H&M. Using the cool and classic elements, her designs generated traction in the US and earned a sizable profit for the fashion house.

Pete Davidson

Pete Davidson is the newest celebrity to join the H&M line of celebrity endorsements as he starred in the 2022 campaign as the Muse of the fashion house. He starred in several short films in April 2022, titled The Encounter and Wear That Feeling. The comedian was seen doing regular chores while people complimented him for his simple yet stylish outfits.

Laura Harrier

The 2022 Met Gala saw gilded glamor in every direction to stick with the theme. While celebrities were wearing Met Gala staples such as Versace and Gucci, Laura Harrier brought her best foot forward in a stunning H&M creation. As mentioned by Harper’s Bazaar, known for its ready-to-wear apparel, the gown with an 1800s look was designed by Victor Glemaud and brought H&M to the forefront of making stunning gowns for significant carpet events.

Gigi Hadid

Another celebrity that came on board in 2022 was model Gigi Hadid who starred in a new film for the brand. It was directed by Bardia Zeinali and introduced Hôtel Hennes, where legendary fictional fashion icons and artists stay stylish in H&M outfits. Hadid was the stylish hotelier showing off the brand’s spring/summer clothing line.

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Maisie Williams

After H&M pledged that all their fabrics would be sustainably sourced by 2030, Maisie Williams was intrigued by the idea to make a collaboration. In 2021, she was announced as the Global Sustainability Ambassador, and she collaborated with simulation gaming company Animal Crossing to introduce H&M’s simulation game, Loop Island, wherein customers can change their outfits or recycle them virtually.

David Beckham

As one of the most marketable athletes in the world, David Beckham has run several high-profile campaigns over the years. In 2012, he teamed up for a five-year contract with H&M to sell his Bodywear collection in 1800 stores across 40 countries that ended in 2016, as noted by GQ. H&M was the exclusive retail partner of his collection and even expanded to sportswear. Beckham starred in several brand commercials, including one with Kevin Hart.

Katy Perry

As someone who first began choosing her fashion style by shopping at H&M, it marked an important endorsement in Katy Perry’s career when she signed on to star in the Christmas Holiday campaign for the brand. She recorded her first-ever Christmas song for the advertisement, which starred her and was also seen in the print campaigns to promote celebrating the holidays H&M style.

Lana Del Rey

For the 2013 Autumn/Winter theme of modern yet feminine, H&M believed that songstress Lana Del Rey represents similar beauty. Along with striking poses in their outfits, Rey also starred in the television advertisement shot by Dutch photographers Inez van Lamsweerde and Vinoodh Matadin. She also lent her voice to the background as she sang Blue Valentine for the campaign advert.

Kate Mara

Kate Mara expanded her portfolio in Hollywood when she partnered with H&M in 2014. She teamed up with stylist Johnny Wujeck to design 10 H&M store windows in various cities in the United States, as stated by Glamour. The studio windows were designed with various elements inspired by the Fall 2014 H&M collection.

Other notable celebrity endorsements include The Weeknd, Lady Gaga, and Kylie Minogue. As one of the biggest fashion brands for the youth, H&M is bringing famous figures from fashion, comedy, and acting to present their fashion line through unique short films and adverts that catch the public’s eye.

Sources: Marie Claire, Harper’s Bazaar, GQ, Glamour