To mark its continuation of exploring 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 joyful and completely alive.
H&M&RIO 2026 Campaign
Pavarotti drew inspiration from Rio itself: it’s a place where dressing is personal, cultural, and never accidental. The looks reflect that energy at every turn. A voluminous orange mini dress with braided straps catches air like it’s mid-dance.
A ribbed white midi with fringe hem and sculptural beaded mules brings cool-girl elegance to the heat. Wide-leg denim, a white tank, and a printed bandana tied at the hip keep things grounded. Then the red carnival bodysuit hits with feathered wings spread wide, and red heels locked in.
Elsewhere, a rust-toned cape and wide-leg set drips with golden jewelry. A black asymmetric top meets a sweeping maxi skirt, softened by a single palm leaf. The campaign blends personal pieces, vintage finds, and current H&M collections. It’s proof that the brand sees fashion as a diverse expression, not one singular look.
H&M&RIO continues to celebrate global fashion. Ice Spice fronted the New York chapter, and you need to see it.
