H&M’s New Platform Spotlights Global Style and Self-Expression, Starting in New York

Starting in New York City, and portrayed by acclaimed photographer Rafael Pavarotti, the platform brings together both recognisable and new faces in the studio, placing them on an equal stage. It unites an eclectic mix of icons, including Ice Spice, John Turturro, Liya Kebede, Paloma Elsesser, Kareem Rahma, Jay Guapo and Lynn Yaeger, with unknown faces cast on the streets of New York City. Through photographs and films, they share their relationship with fashion and what personal style means to them.

The series will travel to four major cities in 2026, capturing and commemorating the unique style and spirit of each location and its inhabitants. From NYC, the gaze will turn to Rio de Janeiro, for H&M&RIO during the Spring, with more stops on the global tour being announced over the year.

“Every time you walk through New York you meet people like this. People who are striking without trying, people who hold an entire world in the way they look back at you. Avant-garde, poetic and real. This is the spirit of the city for me.”

– Rafael Pavarotti

“One of the best things about New York is the style. You get inspired every day by the unique characters you see out and about. No doubt my style – and the way I express myself – has been shaped by the city”

– Ice Spice

“This series is the next step in H&M’s explorations into how the global community is expressing themselves. The blend of characters cements the democratic vision of fashion that has always defined H&M. It reflects our belief in encouraging people to be themselves, celebrating self‑expression, individuality, and the idea that fashion is a collection of diverse expressions rather than a singular aesthetic or look.”

– Jörgen Andersson, Chief Creative Officer H&M

H&M&NEW YORK premiers on H&M channels on February 26.