Digital accessibility journey of H&M
When I think of global fashion brands, it’s rare to see one balance style, commerce, and accessibility as visibly as H&M does. Their journey isn’t perfect, but H&M’s path offers valuable lessons for anyone serious about accessibility.
A brief chronology
2018–2020: Accessibility appears in their Diversity & Inclusion strategy. A public “Commitment to Accessibility” page is published.
2020–2022: Recognition follows as H&M joins The Valuable 500 and earns top scores in accessibility audits.
2023–2024: Challenges emerge. Independent studies show regressions: missing focus indicators, inaccessible filters, and screen reader issues. Accessibility efforts remain part of sustainability reporting, but gaps persist.
2025: Today, H&M is still a fashion leader in accessibility commitments, but also an example of how easily progress can slip without constant testing.
Innovations with accessibility potential
Virtual fitting rooms & avatars: reduce barriers for people with mobility limitations.
AI “digital twins” & Creator Studio: customization for diverse needs.
Digital IDs (QR codes) on garments: more accessible product info, care, and resale.
Knit project: co-creating inclusive solutions with changemakers.
But gaps remain
Even with innovations, usability with assistive tech is not always documented. For example, virtual try-ons and AR filters may not be keyboard navigable or screen reader friendly.
Some ordering flows are regressions: e.g., filters, size selection not working via keyboard/screen reader. These break essential tasks.
Visual-rich features must be complemented with non-visual accessibility: alt text, descriptive labels, focus indicators, etc.
What we can learn from H&M’s methods
Experiment but test fully: innovation is great, but ensure accessible testing from early stages.
Design with inclusivity built in: e.g. digital avatars, virtual try-ons help many users beyond standard customers.
Use tech to reduce friction: QR IDs, digital twins, AR filters can offer additional channels for access and information.
Transparency & feedback loops: share what works, what doesn’t, involve users with disabilities.
Accessibility for H&M isn’t just legal compliance, it’s becoming part of their operational strategy, though not perfectly yet. Their wins show it is possible to lead in accessibility even with complex business models and high-volume retail.