The popular Swedish fashion retailer H&M has taken a significant step in line with broader retail trends by cutting out free returns for online orders in certain markets such as Norway and Great Britain as part of cost‑saving initiatives and operational shifts within the industry.

Traditionally, generous return policies have helped drive online sales — with many shoppers accustomed to ordering multiple sizes or styles, then returning what doesn’t fit. However, rising shipping costs, increased raw material prices, supply chain pressures, and environmental concerns have pushed major brands to rethink this approach. As competitors like Zara and Boohoo already charge return fees for online orders, H&M’s move reflects a larger shift away from blanket free returns.

Under the updated policies, returns shipped back by post may incur a charge deducted from refunds, though in‑store returns remain free to avoid penalizing customers who prefer visiting physical locations. This change is partly aimed at reducing the high return rates common in fashion e‑commerce, which have not only financial costs but also sustainability impacts, with tons of returned clothing items reportedly ending up in landfill each year.

For models, especially those working with fashion and commercial photography, the evolution of retail return policies intersects with industry dynamics where outfit selection, fitting, and presentation are central. Models are increasingly in demand to showcase garments accurately online so customers can make confident buying decisions — reducing the likelihood of returns. For model agencies and modeling professionals, staying attuned to retail trends like these helps shape expectations around online shoots, sizing guidance, and styling that reflects real‑world fits.

Model agencies that work closely with brands often emphasize how strong product visuals, accurate size guides, and well‑curated model imagery can help mitigate the high “try‑and‑return” behaviour that plagues many online retailers. As shopping behaviour evolves, agencies and individual models may find even more opportunities in e‑commerce content, virtual try‑ons, and curated digital campaigns that help consumers buy the right item the first time.

Beyond fashion retail, this shift in returns policy highlights how brands are balancing customer experience with economic realities. As return practices evolve, both shoppers and those involved in the model and modeling ecosystem — including agencies managing talent and bookings — will need to adapt to a landscape where online convenience and operational sustainability are increasingly intertwined.