To mark its continuation of exploration of global cities, H&M has launched H&M&RIO, a celebration of the city shot entirely by acclaimed Brazilian photographer Rafael Pavarotti. The result is delightful and completely lifelike.
H&M and Rio 2026 campaign
Pavarotti took inspiration from Rio itself: a place where dressing is personal, cultural and never casual. The look reflects that energy at every turn. A huge orange mini dress with hanging straps catches in the air like it’s in the middle of a dance.
A ribbed white midi with fringe hem and sculptural beaded mules brings cool-girl elegance to summer. Wide-leg denim, a white tank and a printed bandana tied at the hip keep things grounded. Then the red carnival bodysuit with feathery wings spread out and red heels locked in place.
Elsewhere, a rust-tone cape and wide-leg set drip with golden jewels. A black asymmetric top meets a sweeping maxi skirt, softened by a palm frond. The campaign blends personal pieces, vintage finds and the present h&m collection. This is proof that the brand sees fashion as a diverse expression and not a single look.
H&M&RIO continues to celebrate global fashion. Ice Spice stepped up their New York chapter, and you need to see it.
