Copywriter
H & M Hennes & Mauritz GBC AB · Stockholm · Tills vidare · Deadline 2026-10-23
H & M Hennes & Mauritz GBC AB is seeking a **Copywriter** to join its Brand Experience & Design organization. The role focuses on shaping customer-facing copy for fashion campaigns, brand initiatives, and elevated content aligned with the brand's creative vision and tone of voice. Working in a **cross-functional creative environment** alongside copy directors, art directors, designers, and marketers, the copywriter translates research, cultural trends, and performance data into concepts that adapt smoothly across diverse global channels and touchpoints. Candidates must present a **strong portfolio** demonstrating creative, customer-focused, and concept-driven communication. Proven copywriting experience in marketing, fashion, retail, publishing, or other brand-led environments is required, as is the ability to adapt tone across varied formats. Excellent writing skills, fluency in English, and strong competence in branding, research synthesis, and collaborative project execution are essential. H&M conducts a competency-based recruitment process and requests that applicants do not attach a cover letter.
WHAT YOU’LL DO
As a Copywriter, you will play a key role in bringing H&M’s brand stories, campaigns, and customer experiences to life through compelling and engaging content. Working closely with creative and marketing teams, you will create customer-facing copy that reflects H&M’s tone of voice, brand direction, and creative vision. You will combine creativity, customer insight, and business understanding to deliver impactful messaging across channels and touchpoints.
You will:
- Develop copy for fashion campaigns, brand initiatives, and elevated content in line with project plans and campaign objectives.
- Create engaging, customer-focused messaging that strengthens the connection between H&M and our customers.
- Conduct research on target audiences, products, cultural trends, and customer needs to generate relevant and inspiring copy concepts.
- Translate insights and creative direction into clear, consistent, and effective communication.
- Ensure all copy aligns with H&M’s tone of voice, brand standards, and creative vision.
- Collaborate closely with the Copy Director and cross-functional creative teams to deliver integrated campaign experiences.
- Adapt messaging across different channels, audiences, and customer touchpoints while maintaining a cohesive brand voice.
- Use customer, performance, and campaign insights to continuously refine and strengthen content effectiveness.
- Act as an ambassador for H&M’s values, embedding them into daily work, decision-making, and collaboration.
WHO YOU’LL WORK WITH
You will be part of the Brand Experience & Design organization, collaborating closely with Copy Directors, Art Directors, Creative Leads, Designers, Producers, Marketers, and other creative specialists. Together, you will develop inspiring communications that strengthen H&M’s brand position and create meaningful connections with customers globally.
WHO YOU ARE
We are looking for people with…
- Demonstrated experience in copywriting within marketing, fashion, retail, publishing, or other brand-led environments.
- A strong portfolio showcasing creative, customer-focused, and concept-driven communication.
- Experience developing messaging for campaigns, brand storytelling, and customer-facing content.
- Excellent writing skills with the ability to adapt tone of voice across different formats, audiences, and channels.
- Strong understanding of branding, communication principles, and customer engagement.
- Ability to transform insights, research, and performance learnings into effective creative solutions.
- Experience working cross-functionally in a collaborative and fast-paced environment.
- Fluent written and verbal English communication skills.
And people who are…
- Passionate about fashion, culture, storytelling, and communication.
- Curious and trend-aware, with a strong understanding of contemporary culture and consumer behaviour.
- Creative thinkers who can generate fresh ideas while staying true to brand direction.
- Customer-focused and motivated by creating content that resonates with different audiences.
- Collaborative team players who enjoy building strong relationships across functions.
- Detail-oriented and quality-driven, with a sharp eye for language and consistency.
- Proactive and solution-oriented, balancing creativity with business goals.
WHO WE ARE
H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we make. We are made up of thousands of passionate and talented colleagues united by our shared culture and values. Together, we want to use our power, our scale, and our knowledge to push the fashion industry towards a more inclusive and sustainable future.
WHY YOU’LL LOVE WORKING HERE
At H&M Group, we are proud to be a vibrant and welcoming company. We offer our employees attractive benefits with extensive development opportunities around the globe.
- Help shape the voice of one of the world's most recognized fashion brands.
- Work alongside talented creatives in a collaborative and inspiring environment.
- Bring campaigns and brand stories to life across global customer touchpoints.
- Influence how millions of customers experience and engage with the H&M brand.
- Grow your craft in an organization that values creativity, innovation, and continuous development.
JOIN US
Our uniqueness comes from a combination of many things – our inclusive and collaborative culture, our strong values, and opportunities for growth. But most of all, it’s our people who make us who we are. Take the next step in your career together with us. The journey starts here.
We are committed to a recruitment process that is fair, equitable, and based on competency. We therefore kindly ask you not to attach a cover letter in your application.