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H&M pulls Justin Bieber collection after singer calls the merch 'trash' made without his approval

Justin Bieber has alleged in a social media post that fashion retailer H&M used his face to sell a new merchandise collection without his permission.

H&M says it followed 'proper approval procedures,' but will pull out of respect for Bieber

Jenna Benchetrit · CBC News ·
A young man wearing a suit with a tattoo visible on his neck leans in toward the camera.
Justin Bieber arrives for the 2021 Met Gala on Sept. 13, 2021, in New York. The singer has criticized retailer H&M for releasing a collection that he says uses his face and lyrics without his approval. H&M says they followed all the proper procedures for licensed merchandise. (Angela Weiss/AFP/Getty Images)

Justin Bieber has alleged in a social media post that fashion retailer H&M used his face to sell a new merchandise collection without his permission.

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 H&M merch they made of me is trash and I didn't approve it," he said in a second post, then telling fans not to buy it.

White text on an orange background reads: I DIDNT APROVE [sic] ANY OF THE MERCH COLLECTION THAT THEY PUT UP AT H&M .. all without my permission and approval SMH I WOULDNT BUY IT IF I WERE YOU. A second block reads: The H&M MERCH THEY MADE OF ME IS TRASH AND I DIDNT APPROVE IT DONT BUY IT
Justin Bieber took to Instagram on Monday night to criticize Swedish fashion giant H&M for using his likeness on merchandise that he says he didn't approve. (Justin Bieber/Instagram)

"As with all other licensed products and partnerships, H&M followed proper approval procedures," H&M wrote in a statement to CBC News on Tuesday.

On Wednesday morning, the company confirmed that it had pulled the collection.

"Out of respect for the collaboration and Justin Bieber, we have removed the garments from our stores and online," its statement said.

None of the items in question are currently sold on H&M's Canadian online store.

Bieber had previously partnered with the Swedish fashion giant on his Purpose touring merchandise in 2017 and its follow-up collection released the same year.

ABOUT THE AUTHOR

Jenna Benchetrit

Journalist

Jenna Benchetrit is the senior business writer for CBC News. She writes stories about Canadian economic and consumer issues, and has also recently covered U.S. politics. A Montrealer based in Toronto, Jenna holds a master's degree in journalism from Toronto Metropolitan University. You can reach her at jenna.benchetrit@cbc.ca.

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