You make me think that powerful figureheads be they may, they should have said very little and deferred to a credible expert very quickly esp re: very sensitive topics/areas/all mental health.
Well, put it this way. How many other celebs do you know who are publicly involved in and speak openly about suicide charities? Seriously, how many? You can google if you like.
Almost no one credible and that's not because famous people don't care or aren't affected, it's because they (or their PR advisers) know that it's an incredibly complex subject, a communicable behaviour and therefore should only be spoken about publicly by experts or by survivors who are sufficiently past their trauma and knowledgeable enough to speak about it in the right way so as not to cause harm.
There's a number of celebs that I know of via AA networks that do donate to and are involved with suicide support groups but they don't make a big public deal about it because they've educated themselves and they know the score. Mostly they also align themselves with well established mental health charities eg Stephen Fry with Mind and they lend their support in that way, by supporting actual professionals to support survivors.
So I don't know whose advice H&M took here, probably no ones, but I'm not a clinial psychotherapist and even I can see that they don't really know what they're talking about and they don't realise that some of the things they're saying to CBS could be triggering and harmful, so I'm confused as to who is advising them tbh.