On Instagram, Justin Bieber reported that he did not give permission for H&M to use his pictures. He then urged his fans to not buy anything, because it is ‘rubbish’.
Justin could have taken legal action, but the online storm caused on Instagram by Justin’s the fans was arguably more damaging to H&M. H&M claimed that it duly went through the procedure and received permission to do so. However, due to all the outcry, all products were removed immediately.