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Why and how are we using your personal data?
We want to share and inspire the ways of wearing BRAND products for marketing purposes and to give you the chance to show the world your BRAND style. Photos and/or videos of yourself will be published on our official website and/or on our social media pages. To be able to do this we need your photo and/or video and in return we will link your photo and/or video to your Instagram account.

To read more about the terms of use click here.

Who has access to your personal data?
Your data may be shared within H&M Group and with selected social media platform providers. To learn more about how we use personal data on social media pages, read our Privacy Notice here. The photos and/or videos you submit to us are also forwarded to media agencies and technical suppliers carrying out certain tasks on our behalf.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
We upload and publish your photo to be able to fulfill our part of the #yesBRAND agreement (fulfillment of contract).

How long do we keep your data?
We will use your username, photo and/or video for 24 months or until the #BRANDspecific agreement is terminated.

To remove Photos or Moving Content please contact our Customer Service at