They have a huge PR problem (I know the media & PR industries as explained in previous posts so feel confident in giving the following opinion) and the problem is this: the majority of people are now tuning in to laugh at them and feel schadenfreude. This is a phenomenon of the internet age.
That's a huge problem when it happens to any celebrity and you can't come back from it really. If the main source of your celebrity is basically your personality, you can expect to have a number of people who 'hate follow' you; tune in to watch you fail. Ideally you would be aiming for a large audience of 80% genuine fans/supporters and 20% haters. The haters aren't great and can be a pain in the arse, but they still count as viewers, so you're still making money off them.
However, when you get to the point where that 80-20 golden rule is operating in reverse - as I believe it is for H&M - well, that's not good. You'll still be getting clicks and viewing numbers, but haters don't engage meaningfully with an 'positive' content you put out, so you don't get the longevity of TV and book deals, product sales, etc. To put it succinctly, if your audience is now 80% haters, theyll still follow news about you, but it'll be in a negative context: clicking on videos mocking your latest charidee endeavour, joining critical gossip threads on Tattle or Mumsnet, etc. That is not anywhere near as secure and lucrative as 80% supporters who'll stick with an entire Netflix series about polo, or buy some ridiculously overpriced jam.
When a celeb is in this invidious position, they often end up with a core of superstans who'll go to bat and defend the celeb in increasingly hysterical and aggressive tones. This can give the celeb in question the false notion that they're still adored, but unfortunately, that small core of hyperactive superstans don't translate into real revenue or proft over the long term (and a lot of them are bots anyway).
We know H&M are done as some of their previously high profile supporters (Oprah, the Clooneys, Liz Jones, Tina Brown, the Beckhams) are now openly critical or conspicuously silent.
My prediction: they'll stay famous, but it'll be an increasingly tawdry type of fame, tinged with derision and schadenfreude. And that's never going to be very lucrative in terms of income.