Olá, Brasil: H&M celebrates the country’s style, self-expression and diversity with the “Beats of Brasil” campaign

To capture the true essence of Brazil, H&M closely collaborated with people who shape this cultural powerhouse. More than a visual celebration, the campaign stands as an act of listening; it is a token of H&M’s commitment to building a close, collective bond with Brazil using fashion as a tool for self-expression.

Launching on August 4, the campaign is helmed by Brazilian photographer Hick Duarte and features 36 personalities who represent Brazil’s multilayered diversity - weaving together different times, geographies and languages.

 
“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.”

says Jörgen Andersson, H&M’s Chief Creative Officer.

“Being invited to photograph this campaign was a huge honour, 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,”

says Hick Duarte. 

Gilberto Gil, Anitta, Carol Trentini, and Agnes Nunes wore pieces from H&M’s Spring/Summer 2025 collection in the campaign. Products will soon be available at hm.com.br and H&M’s brand new store at Iguatemi São Paulo shopping mall.