I think it's likely that H&M were put in an uncomfortable and upsetting situation and I feel sorry for them for that.
For me, I think what this incident demonstrates is that their PR and current approach to the press just really isn't working for them. The RF have been dealing with public/press interest for centuries and, perhaps not unsurprisingly, seem to have got an approach in place with the press that works well (most of the time).
The press aren't going anywhere and the RF know this. They seem to have cultivated a sort of understanding with the press in the U.K. that both sides seem able to live with. I'd imagine that's been pretty hard won.
H was clearly uncomfortable with that understanding (and the compromises that I'm sure come with it) and thought there was a better way. He tried to get changes made from the inside but wasn't successful and is now trying a different approach from the outside but I don't think it's working.
I'm not saying he was wrong to be uncomfortable with the understanding the RF has cultivated with the press but I can also understand the other members of the RF not wanting to drive a coach and horses through an arrangement which, on the whole, is manageable and sustainable.
Perhaps H&M will find their own position they can live with as time goes on (I hope they do) but trying to control their press exposure completely is almost certainly not achievable, particularly if they continue to want a certain level of exposure to generate income.
Just my opinion!