H&M just launched a line of licensed merchandise featuring Justin Bieber’s likeness and lyrics. With Biebs being one of the most famous names and faces in entertainment, it’s a pretty safe bet for H&M. The problem is that Bieber is saying that he didn’t approve the merchandise.
“I didn’t approve any of the mercy collection they put up at H&M,” Bieber wrote on an Instagram post. “All without my permission and approval. SMH I wouldn’t buy it if I were you.”
In another post, he called the collection, which includes apparel, tote bags and smartphone accessories relating to his song “Ghost,” “trash.”
“The H&M mercy they made of me is trash and Id didn’t approve it,” he wrote in another post. “Don’t buy it.”
Justin Bieber says H&M’s new merch is being sold without his permission or approval 😳 pic.twitter.com/Vv63GowZKv
— DANI MEDINA (@daniellanmedina) December 19, 2022
We know how lucrative attaching Bieber’s name to a product can be. Look at the huge success Tim Hortons has had with its TimBiebs menu item and related merchandise rollout!
H&M, meanwhile, says it “followed proper approval procedures,” according to The Cut. It’s unclear exactly what that means, and it’s also not clear whether Bieber’s final approval was legally necessary for H&M to roll out the products.
Bieber hasn’t taken any legal action so far, but his word might be enough to convince fans not to buy the products.
In that case, H&M would be left with a lot of dead stock. Maybe they could ship it to Canada to include in a future Tim Hortons campaign.
It’s a good lesson for merchandisers, though, to make sure that all legal requirements for licensing have been met.
