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Agenda-setting intelligence, analysis and advice for the global fashion community.

It’s Time for Fashion Brands to Exit Russia

H&M’s decision to permanently close its Russian stores is a signal that fashion brands can no longer take a wait-and-see approach to the war in Ukraine.
H&M became the latest retailer to permanently exit Russia this week.
H&M became the latest retailer to permanently exit Russia this week.

In the immediate aftermath of Russia’s invasion of Ukraine on Feb. 24, almost all Western fashion brands suspended operations in Russia. At first, the thinking was that the industry could pause sales to show solidarity with Western customers who overwhelmingly supported Ukraine in the conflict, while leaving the door open for a return once the war was over.

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