Global fashion brand celebrates Brazilian identity with star-studded launch
H&M is officially in Brazil — and it’s arriving with rhythm, color, and a strong dose of local style. The Swedish fast-fashion giant launched its first store in São Paulo at Iguatemi mall, followed by a second opening in September at Anália Franco mall. The debut is accompanied by a national e-commerce launch, offering shipping to all regions of the country.
But beyond the bricks and clicks, what sets H&M’s Brazilian entry apart is its powerful campaign: Beats of Brazil.
The cast includes Gilberto Gil — one of the greatest names in Brazilian music history and a former Minister of Culture — alongside Anitta, currently Brazil’s biggest international pop star. They are joined by rising talent Agnes Nunes, supermodel Carol Trentini, and a diverse group of creatives who represent the richness, rhythm, and resilience of Brazilian culture.
Photographed by acclaimed Brazilian artist Hick Duarte, the Beats of Brazil campaign highlights fashion as a tool for identity and self-expression. According to H&M’s Chief Creative Officer, Jörgen Andersson, the project was born out of admiration and deep cultural immersion. “We had the chance to truly understand what makes Brazil such a unique, inspiring country, and the campaign is the exact result of that.”
Brazilian Fashion Takes the Spotlight
H&M’s Spring-Summer 2025 collection blends global trends with Brazilian flair. While the seasonal pieces follow the brand’s international calendar, they are adapted to the southern hemisphere — both in style and climate. Think breathable fabrics, tropical palettes, and silhouettes that match the rhythm of life in Brazil.
From contemporary urban streetwear to fresh takes on popular summer looks, the collection channels the way Brazilians use fashion to stand out — bold, confident, and expressive.
A Strategic Expansion in Latin America
With the openings in São Paulo and the launch of its Brazilian e-commerce platform, H&M strengthens its footprint in Latin America. The company now operates in over 10 countries across the region, including Mexico, Chile, Colombia, Peru, and Uruguay.
A logistics center in Extrema, Minas Gerais — strategically located between São Paulo and Rio de Janeiro — supports the brand’s Brazilian operations and future growth.
A Cultural and Commercial Milestone
H&M’s debut in Brazil goes beyond retail — it’s a celebration of identity, music, and fashion. Featuring iconic names like Gilberto Gil alongside global stars like Anitta, the campaign honors Brazil’s cultural richness and positions the brand as more than a clothing store. It’s a new player in the country’s vibrant fashion landscape.
