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Justin Bieber Just Created a PR Nightmare for H&M

Canadian-born pop star Justin Bieber made a rather unlikely claim Monday on Instagram, denying he gave permission to use his image on a new line of H&M clothing and telling his followers not to buy it.

“I didn’t approve any of the merch collection that they put up at H&M… all without my permission and approval,” Bieber wrote to his 270 million followers. “SMH I wouldn’t buy it if I were you.”

In another Instagram post, Bieber wrote, “The H&M Merch they made of me is trash and I didn’t approve it. Don’t buy it,” and later, “When everyone finds out I didn’t approve any of this smh.”

All this came as news to the Swedish fast-fashion purveyor, which responded to Sourcing Journal requests for comment by saying, “As with all other licensed products and partnerships, H&M followed proper approval procedures.”

This oversized women’s hoodie retails for $34.99 at

Bieber was apparently referring to items on the H&M website, including a hoodie for $34.99 as well as a tote bag and sweater dress.

H&M has sold concert apparel featuring Bieber in the past. Resale sites including Grailed and Poshmark turn up listings Tuesday for the duo’s pre-owned apparel, including a red $300 tour jacket.