H&M marked its long-awaited launch in Brazil with a spectacular night of music, fashion and culture in São Paulo. H&M&SP brought together global and Brazilian stars for an unforgettable celebration, featuring performances by Tyla, Gilberto Gil, Anitta, Agnes Nunes, and Maz while Naomi Campbell, Mia Regan, Adriana Lima, Isabeli Fontana, Carol Trentini, Pabllo Vittar and more were in attendance. South African personalities Khanyisile Masina, Thato Nzimande and Ntandokathixo Dwango were also present as friends of the brand. The unforgettable event took place in the iconic Auditório do Ibirapuera, a masterpiece of Oscar Niemeyer’s architecture.
The launch party was a moment of connection, creativity, and celebration. Set against the pulse of São Paulo, the night embodied the spirit of H&M’s “Beats of Brasil” campaign, blending fashion, dance and music to honour Brazil’s rich cultural tapestry. The lineup brought together legendary voices and rising stars, reflecting the diversity and dynamic of the country.
“We’re thrilled to launch in Brazil and what better way to celebrate the beginning of a love story than with music in São Paulo – a unique melting pot of sounds, style and creative expression. Fashion and music are powerful forces, and we love bringing them together,” says Jörgen Andersson, H&M’s Chief Creative Officer.
Tyla – the star of H&M’s S/S 2025 campaign – was the headliner alongside H&M’s “Beats of Brasil” campaign stars Gilberto Gil, Anitta and Agnes Nunes. Together, they had the crowd of 3000 people dancing and singing along, joined by Naomi Campbell and iconic Brazilian guests like Adriana Lima, Isabeli Fontana, Carol Trentini, Fernanda Motta, Valentina Sampaio and Pabllo Vittar.
“Brazil feels like a second home to me, the country has this incredible energy that just pulls you in. Performing at H&M&SP in São Paulo felt like a dream - everyone was dancing, vibing, and celebrating together. I felt deeply connected to the people and the moment. I love how music and fashion can bring people from different worlds into one shared experience. That’s what this night was all about,” says Tyla.
"The beauty of Brazil is in our mix of people, rhythms, colours, and stories. Being a part of H&M&SP, which celebrates diversity and encourages self-expression, whilst taking responsibility with an open ear, is a huge honour. Fashion should reflect the times we’re living in, and I’m happy to see a global brand arriving in Brazil with that kind of sensitivity," says Anitta.
H&M opened its first store in Brazil in the São Paulo shopping mall Iguatemi on 23 August
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