H&M Group

H&M Group is a Swedish global fashion company with 4,700+ stores across 76 markets, operating brands including H&M, COS, & Other Stories, Arket, and Monki. One of the world's largest fashion retailers by store count, H&M Group has become a prominent and sometimes controversial adopter of AI-generated model imagery across its product catalogues. Its scale makes its choices on AI creative production and disclosure standards influential across the broader mid-market fashion sector.

First mentioned: April 2026