wow. This is pretty cool!  It's a little strange, mostly because you can't currently shop on-line with H&M.. so why the sudden transition to techno shopping?  Whatever.  I"m not complaining- this is super neat-o.
Found on GeekSugar:

Purchase H&M Clothes With Your Cell Phone

The popular clothing retailer H&M will be offering a high-tech new service where consumers can make purchases with their cell phones. If you happen to be flipping through a mag and see a hot dress by H&M or you want those jeans from a billboard ad, just take a pic of the black and white Semacode bar on the ad with your phone. The code will allow access to H&M's product catalog where products can be purchased and charged to the user's account. This is what I call shopping made easy— just make sure you know your size! via Gizmodo