H&M Debuts in Brazil with Campaign that celebrates the country's Essence

Swedish fashion giant H&M has launched in Brazil with a campaign that celebrates the country's style, self-expression and diversity.

Titled 'Beats of Brasil', the campaign was lensed by Brazilian photographer Hick Duarte and is a token of H&M's commitment to building a close, collective bond with Brazil using fashion as a tool for self-expression. It features 36 personalities who represent Brazil's multilayered diversity - weaving together different times, geographies and languages. Among the list of stellar talents are Gilberto Gil, Anitta, Carol Trentini, and Agnes Nunes, who sport looks from H&M's Spring/Summer 2025 collection.

'H&M's arrival in Brazil has been highly anticipated, and we couldn't imagine doing it any other way than by celebrating the Brazilians. We had the chance to truly understand what makes Brazil such a unique, inspiring country, and the campaign is an exact result of that,' Jorgen Andersson, H&M's Chief Creative Officer said in a press statement.

'Being invited to photograph this campaign was a huge honor, not only because of the H&M's strength and relevance, but also for the project's meaning and creative approach. We created an environment where the cast felt truly free to express themselves,' added Hick Duarte.

H&M's Inaugural Brasil collection is available now at hm.com.br and H&M's brand new store at Iguatemi Sao Paulo shopping mall. Check out the campaign images here.

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