Why do we use your personal data?

We will use your personal data to generate and send ads and promotions, including style and shopping recommendations, notifications, information, surveys, and invitations through multiple communication channels.

Ads, promotions, and other direct marketing communication will be distributed according to your preferences through e-mail, text messages, as well as displayed in your mobile app, social media channels or web browser. Please take note that all communication channels might not be available in your market.

To optimize online customer experience, we provide you with personalized ads and promotions resulting from algorithmic analysis and predictions of your preferences, interests, and behavior.

To be more efficient in our marketing communication we collaborate with different social media, search engine and advertising network providers ("Advertising Partners").

Please read more about our Advertising Partners below.

How do we use your personal data?

We only use data obtained directly from you, when you created your account, shopping with us, subscribing to newsletters or engaging with us in any other way.

We will never retrieve, use, and store personal data from data brokers or other external sources nor having access to such data for pursuing a marketing purpose unless we explicitly say so.

H&M Group collaborates with advertising partners such as Facebook, Instagram, Snapchat, Pinterest and YouTube for advertising on social networks and with Google for online advertising networks such as Google Ads and Google Marketing Platform.

Advertising partners use cookies and similar technologies to trace your usage of our websites and services by accessing data stored on your device or in apps.

Read more about cookies and other tracing technologies in the Cookies' section of this Privacy Notice.

Advertising Partners

H&M Group collaborates with Advertising Partners, such as Facebook, Instagram, Snapchat, Pinterest and Google.

Our Advertising Partners enable us to identify and engage with the right target audience, to create and distribute personalized marketing content across platforms and services. To be able to choose the content that fits your interests, we can use information obtained from you when you signed-up for newsletter or created an account or made a purchase with us. We may share this information and a customer identifier, e.g., an encrypted email address or device id, with third parties such as Facebook and Google. The purpose is to show relevant ads to you on third party websites and apps. In order to do this, your data is matched with the database of the third party. If a match is found, you will receive promotional and relevant content in your feed or search engine. If no match is found your data is securely destroyed. We take our responsibility to protect the personal data of our customers very seriously and would like to reassure you that this personal data is handled in a secure manner using a technique called hashing. This ensures your data is scrambled in a manner that makes it unreadable to anyone other than the recipient for the explicit given purpose.

We may also link this data through the various devices you use, as well as process data about the ads for example, if you clicked on an ad and then made a purchase. The purpose is to measure the impact of the ad and to enable ad billing.

We also collaborate with Rakuten for affiliate (influencer) marketing and to drive traffic to our web sites.

Each Advertising Partner is responsible for their part of the processing as controllers, including (if any) transfers of personal data to non-EEA countries.

Who has access to your personal data?

We may share your personal data within the H&M Group whenever necessary to fulfil the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks exclusively on our behalf, such as data analytics and marketing content creation. H&M Group is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as Advertising Partners, media agencies and electronic communication providers. Please be aware that many of these recipients have an independent right or obligation to process your personal data as controllers.

What is the legal ground to process your personal data?

We will obtain your consent before we send you newsletters through e-mail and text messages.

We will ask for your prior consent regarding marketing that is based on cookie data or other tracking technologies.

If you're an account holder or a subscriber you may hear from us in other channels, such as social media or through surveys. For this processing we rely on our legitimate interest as a business to promote our ads to you.

How long do we keep your data?

H&M Group will process your data no longer than necessary to provide you with ads, promotions, and other direct marketing messages.

We will cease processing your data for marketing purpose once you have closed your customer account, actively rejecting further marketing communication from us. Thereafter your data will be permanently erased.

How to exercise your rights

You have the right to exercise your rights against H&M Group to such personal data vested in our possession and control.

You have, at any time, the right to withdraw your consent for marketing purposes, or object to it if the processing is based on our legitimate interest.

Your consent withdrawal or objection to further marketing communication means cease of all future ads, promotions and other marketing messages originating from your requested brand of the H&M Group, including the underlying processing of personal data for this purpose.

If you, however, continue to receive marketing communication from us displayed in your social media feed or web browser, this is a matter entirely between you and your platform provider.

You can withdraw your consent or object from further marketing communication by the following means:

* following the instruction in each marketing post/email,

* by editing the settings of each of your H&M Group brand account

* configurate the privacy settings on your social media account or browser, or

* contact Customer Service, customerservice@arket.com

Read our General privacy notice

women The essentials by Suzanne Koller

As we continuously explore the significance of essentials, quality, and style through personal perspectives, we invited renowned stylist and consultant Suzanne Koller to take a close look at our Autumn 2023 collection and hand-pick, style and photograph the pieces that most speak to her very own wardrobe.

 

‘The items I picked are part of my essentials, the base of my wardrobe. They can eventually become an obsession. I am naturally attracted to good design and quality; both are part of my constant search for the perfect wardrobe…’

01 Bucket bag in light beige

‘I like when the design of a bag is minimal; it nearly becomes an object. If the design of an accessory is good, I could put it on a shelf.’

02 Pyjamas in silk

‘Perfection for night and day. Worn as a shirt or as a total look for the evening. I could live in it. My colour choice is obviously black or light beige. It’s impossible to choose between these two colours.’

03 Leather coat, only in black

‘Black leather is part of my essentials. Coat, boots, pants, skirt, shirts…’

04 Tank top, black or white

‘Tank tops are the base of my summer wardrobe. They are also essential in winter, worn under a cashmere sweater. You need the perfect fit and quality.’

People Listen to your instincs with Suzanne Koller

With a decades-long tenure as one of the most respected creatives working in fashion, Suzanne Koller represents and produces ideas that set canons among tastemakers. Her exquisite point of view continues to gift the industry iconic expressions of a timeless yet always new and influential character.

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archive Selected reading

SUZANNE KOLLER: AUTUMN WARDROBE

‘I am obsessed with creating my perfect wardrobe and finding the perfect essentials – timeless pieces with minimal design. They become my obvious classics, whether a piece of clothing, an object, an accessory, a work of art, or a functional object.'

CINNAMON BUN PUDDING

Our new pastry recipe makes use of day-old buns by baking them into a vanilla-flavoured bread pudding, served lukewarm, with whipped cream or a scoop of vanilla ice cream.

LEATHER SHOES

Leather is a hard-wearing yet sensitive natural material that, if taken care of properly, will age in style. Here are a few simple steps to keep your leather shoes looking their best for a long time to come.