For me, it's just yet another example which proves my thesis that they can no longer afford good PR advisers, or that good PR advisers no longer want to work with them because H&M are known to be professional nightmares/resistant to advice.
A good PR team would have hired a Kroll or similar to do proper due diligence on the organisation before H&M endorsed it; hell, if H&M couldn't afford Kroll (which they probably can't), a detailed trawl of the social media accounts associated with this organisation would have revealed that it was ethical kryptonite within a day or two.
That's the other thing that bothers me: the sloppiness. H&M are SLOPPY - you see it in their personal styling and presentation, their online assets such as their various websites, their messaging, the As Ever products and the audiovisual content they've produced.
Even relatively 'small' influencers these days are obsessively careful, conscientious and diligent about product, presentation, PR, content and the causes with which they choose to ally themselves. I know because I represent a few of them. The standards expected of influencers these days are so high and good influencers know this and take great care.
The ONLY reason why H&M can afford to be so sloppy and STILL get clicks, views and coverage is because a) Royal Family connection and b) it's a rare human being who won't take at least a peek at a slo-mo media car crash. In other words, it's got nothing to do with H&M's "talent", their intellectual gravitas (don't make me laugh) or their oft-vaunted "dedication to service" (ok now I am laughing).
It bothers me. I hate professional sloppiness.