H&M&RIO: H&M and Rafael Pavarotti put the spotlight on Rio de Janeiro in a colourful celebration of style and self-expression

Shot by acclaimed photographer Rafael Pavarotti, H&M&RIO brings together both recognisable and new faces in the studio, placing them on an equal stage. Brazil is Pavarotti’s home country, and this series of images brings a deep sense of authenticity and emotion, celebrating Rio de Janeiro’s unique rhythm, colour and humanity.

The portraits feature an eclectic mix of characters from Brazil, 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. Before the camera, the cast convey their special connection with fashion and Rio de Janeiro, describing what personal style means to them. They appear in a blend of their own clothing, alongside vintage pieces, archival H&M, and looks from current H&M collections.

“What inspires me most about this project is how fashion, culture and style move as extensions of a city’s rhythm and collective spirit. You begin to see how much of a person lives in the details, in what they wear, in how they stand, in how they move, in how they look back at you. Bringing this cast together, and being present with their stories, felt like something sacred, like a force in motion. Alive. This is the spirit of Rio for me.”
— Rafael Pavarotti

“I always say that, in Brazil, people care deeply about culture, connection, and most of all about authenticity. It’s a place rich in stories and depth, and I’m happy to part of a project that celebrates that.”
— Seu Jorge

“To see Rio de Janeiro through Rafael Pavarotti’s lens was amazing and inspiring. I always love working with Raf, but this was extra special, given he was in his home country. Rio is a city of beauty, of culture, of contrasts, and we are proud to be celebrating it, especially given that H&M’s new Rio store just opened. This project speaks to H&M’s core belief that fashion is a collection of diverse expressions, rather than a singular aesthetic or look.”
— Jörgen Andersson, Chief Creative Officer, H&M

H&M&RIO premieres on H&M channels on 8 May.