H&M lands in the city of Rio de Janeiro, where summer never truly ends. The campaign, alongside the inauguration of its very first store in the city, marks yet another pillar reinforcing one of H&M’s foundational beliefs: “Fashion is a collection of diverse expressions, rather than a single look or aesthetic.” Captured through the lens of Brazilian photographer Rafael Pavarotti, this campaign brings together both familiar faces and upcoming talents in a series of studio portraits filled with a profound sense of authenticity.
An eclectic mix of Brazilian personalities — including actor and musician Seu Jorge; actress and singer Zezé Motta; ballet dancer Ingrid Silva; skateboarder Rayssa Leal; and models Victoria Blecher and Sheila Bawar — open up about their relationship with fashion and with Rio de Janeiro itself. In their own words, they all agree that people are what truly matter: diversity, connection, and emotion, all gathered beneath a sun that naturally shines brighter in Rio. Pavarotti speaks of “the collective spirit of the city”; despite being the second most populous in Brazil, there is always a way to connect, whether through a beach football soiree or by making new friends as you intentionally lose yourself in the magic of Carnival.
Rhythm, colour, and humanity are the core concepts behind this project; their identity is framed against a striking palette, dressed in a combination of their own clothing alongside vintage garments, H&M archive pieces, and looks from H&M’s current collections. This curated selection of garments is varied and eclectic, yet practicality for life by the seaside remains the common thread throughout. Wide-leg trousers, short-sleeved shirts, and dresses are suitable for almost any event you might be invited to in Rio, while collars, colourful swimwear, and flip-flops pair effortlessly to elevate the look.
The full campaign and accompanying articles are now available across all digital platforms.
