Brand Library · Fashion & apparel
H&M creator content examples
Real creator collaborations with @hm from the last 12 months, newest first: what the content actually looks like, and the numbers each post did. Every example names the brand in the creator’s own caption. Use it as a swipe file for briefs.
Want the 4,834 creators behind posts like these, with real engagement data?
See the top H&M creators ›How this page is built
We continuously track a live database of 2.3M+ creators. This page shows public Instagram collaborations with @hm over the last 12 months, and the creators behind them. A collaboration here is a public post in which a creator features the brand, organic and paid together. We cannot tell which were paid, and we do not claim to.
H&M is a trademark of its owner. Sup is not affiliated with or endorsed by H&M. If you’re featured and want changes or removal, email hello@sup.co.
The data
Download the H&M creator data
The 24 biggest creators behind posts like these, with their follower, engagement and collaboration figures. Only what the creators page shows: no contact details and no fees.
| Measure | On this page | The wider data set |
|---|---|---|
| Post examples shownRanked 6 of 240 brands in the library by creator count | 18 | 8,584 collaborations recorded in 12 months |
| Creators behind them | 15 | 4,834 creators recorded collaborating with @hm |
| Median views per example | 16K | Views are shown only where the creator left them public |
| Median likes per example | 361 | Likes are hidden on some accounts, so this covers the ones that show them |
Free to use and republish with credit to sup.co. How we measure ›
FAQ
H&M and creators: common questions
Does H&M work with creators?
Yes. We have recorded 4,834 creators collaborating with H&M, across 8,584 posts in the last twelve months. This page shows 18 of those posts as examples. The creators behind them are on the top H&M creators page.
Which creators post about H&M?
The largest accounts collaborating with H&M include @iluvsarahii, @leoniehanne, @ju8b.b, @carolinescircuits, @fashioninflux and @yamconcepcion. The most frequent is @elainamich, with 5 posts in the window. A collaboration here is a public post in which the creator features the brand. It is not proof of a paid partnership, and we do not claim to know which of these were paid.
What size of creator does H&M attract?
Across the 24 biggest creators we recorded, 100% are macro creators (500,000 and above). The median has 1.7M followers and the average engagement rate is 1.3%.
Is this page affiliated with H&M?
No. We are not connected to H&M and this page is not endorsed by them. It is a public record of creator activity we observed on Instagram, published as research. If you work at H&M and would like the page changed or removed, email hello@sup.co and we will action it.
How is this measured?
We track every brand in the fashion & apparel category and collect every public post in which a creator features them, over a twelve month window. Follower and engagement figures are recalculated at collection rather than carried forward. The full method is on our methodology page.
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