Contact:

Lauren Turner, VP of Communications

865-XXX-XXXX
lturner@hm.com

For Immediate Release

H&M Issues Apology for Product and Image

NEW YORK (April 31, 2018) – H&M is committed to addressing issues in society, whether it
is working conditions, diversity and inclusiveness or environmental protection. Our position is
indisputable regarding the image and promotion of a children’s sweater – we were wrong and
are truly sorry.

We thought our promotion of diversity and inclusiveness has made progress over the years;
evidently it hasn’t as much as we believed. This incident is accidental, but it doesn’t mean
we don’t take this seriously or grasp the distress it has caused. We understand the criticism
circulating around this incident and ehemertly state that we made a mistake.

H&M sees diversity and inclusion as a central strength of the organization. We have a
responsibility as a global brand to be aware of racial and cultural sensitivities – we did not
carry out this responsibility. Our standards and values were misrepresented and we truly
regret the insensitivity of it.

We have taken down the image and removed the article of clothing from sale. We have hired
a global leader for diversity and inclusiveness, Annie Wu. Wu will bring both awareness
of inclusiveness and diversity and to help disrupt ourselves in this area. Her role includes
looking at policies in place at H&M and improving where needed.

####

H&M is one of the world’s leading fashion companies. Headquartered in Sweden, H&M is known
for its fast-fashion clothing for men, women, teenagers and children. Its brands are united by a
passion for fashion and quality and the drive to dress customers in a sustainable way.