The stylist Vlad Lisovets argues that H&M’s exit from the Russian market creates a noticeable gap in the public wardrobe, affecting how people dress and present themselves. The claim comes as the fashion scene reacts to the evolving retail landscape in Russia.
Lisovets notes that H&M offered a broad spectrum of affordable clothing, from casual T‑shirts to tailored suits, catering to a wide age range. The brand also carried swimwear, accessories, and costume jewelry, ensuring there were appealing options for many shoppers. With that broad assortment gone, Russians face not only fewer choices but a change in how everyday style is expressed across the country.
The company first paused sales in Russia on March 2, citing ongoing events related to Ukraine. By July 18, H&M announced it would not return to the Russian market, signaling a permanent shift for the retailer. Despite the closure of stores, the brand indicated a plan to reopen some spaces in August for clearance sales, signaling a winding-down phase rather than a quick pivot. This sequence underscores the strategic and logistical challenges tied to large multinational brands withdrawing from the market during geopolitical tensions.
In this evolving retail environment, observers note that the absence of a familiar, low-cost fashion option reshapes consumer behavior and expectations. Local brands and smaller retailers may step in to fill the void, offering alternatives that hope to mimic some of H&M’s accessibility while adapting to the new market dynamics. The withdrawal also prompts discussion about supply chains, fashion cycles, and the role of global brands in shaping everyday style in Russia, as residents and retailers recalibrate their choices and endurance in a changing economy.
It is worth noting that earlier industry discussions touched on Rihanna’s interest in launching a new fashion initiative, reflecting a broader trend in celebrity influence on consumer trends and brand ecosystems. While this note sits outside the present topic, it highlights how public figures and media narratives often intersect with shifts in retail and fashion strategies across regions.