Seu Jorge & Rafael Pavarotti Bring H&M Home to Rio

H&M&RIO brings the brand’s city storytelling to Brazil through Rafael Pavarotti’s lens, with Seu Jorge leading a cast that mirrors Rio itself.

The Fashionisto

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Published May 7, 2026

Seu points and laughs in a marigold satin shirt, braided belt, and black pleated trousers with sport sunglasses against a white backdrop for H&M
Seu Jorge wears a marigold satin shirt with black pleated trousers for H&M’s H&M&RIO campaign. Photo: Rafael Pavarotti / H&M

H&M is taking its city-focused storytelling to Brazil with H&M&RIO, a campaign that puts Rio de Janeiro’s energy, individuality, and creative spirit at the center of the frame. After launching the series in New York, the brand turns to a more colorful setting, using fashion as a way to reflect the many identities that shape the city.

H&M&RIO

Geovanna in a white crochet crop top and white denim long shorts beside Arthur in a white cricket sweater vest with black trim and dark wide-leg trousers, both moving against a white backdrop
Geovanna Alencar and Arthur Lima photographed mid-step for H&M&RIO. Photo: Rafael Pavarotti / H&M

Photographed by Rafael Pavarotti in his home country, the project arrives alongside the opening of H&M’s first Rio store and frames style as something personal, layered, and tied to place.

Seu laughs against a green backdrop in an open marigold satin shirt and goggle sunglasses, holding a bird-of-paradise flower
Seu Jorge holds a bird-of-paradise flower for H&M&RIO. Photo: Rafael Pavarotti / H&M

The H&M&RIO campaign features a diverse cast led by actor and musician Seu Jorge, whose presence adds cultural specificity and a strong sense of authenticity.

TZ stands against a green wall in a black denim jacket and matching wide-leg jeans trimmed with cowrie shells, layered over a white mesh tank with black sneakers
TZ da Coronel wears a cowrie-trimmed denim co-ord with a mesh tank for H&M&RIO. Photo: Rafael Pavarotti / H&M
Dadá stands in an oversized tan double-breasted suit and a green and yellow printed silk neckerchief, holding an orange lily
Dadá Joãozinho wears an oversized tan suit with a printed silk neckerchief for H&M&RIO. Photo: Rafael Pavarotti / H&M

Shot in a studio that gives each subject equal presence, the images combine pieces from current H&M collections with archival garments, vintage items, and the cast’s own clothes.

Washington stands in an oversized blue denim jacket worn open over bare chest with layered beaded necklaces, wide-leg jeans, and orange swim shorts pulled above the waistband
Washington Duarte wears an oversized denim jacket and wide-leg jeans for H&M&RIO. Photo: Rafael Pavarotti / H&M
Close portrait of Ramon laughing against a green backdrop in a black short-sleeve shirt with green palms and yellow leopard print over an orange tee with layered beaded necklaces
Ramon Sucesso wears a tropical-print shirt over an orange tee for H&M&RIO. Photo: Rafael Pavarotti / H&M

Through Pavarotti’s eye, the campaign shows Rio as a city shaped by the people who live there. Movement, posture, and small styling choices give each look its own character.

Indio laughs against a blue backdrop in an off-white double-breasted suit over a lime green satin shirt with sport sunglasses and a silver pendant necklace
Indio da Cucia wears a double-breasted suit with a lime satin shirt for H&M&RIO. Photo: Rafael Pavarotti / H&M
Luca stands in profile in a cream open-knit short-sleeve polo over a white tee with wide-leg brown linen trousers, black flip-flops, and stacked beaded necklaces
Luca Nolasco wears an open-knit polo with brown linen trousers for H&M&RIO. Photo: Rafael Pavarotti / H&M
Close portrait of a young model with long wavy dark hair in a lime green crochet bucket hat, layered beaded and rope necklaces, and an orange ribbed tank
Close portrait of TZ in black sport sunglasses and a black denim jacket trimmed with rows of white cowrie shells over a white tee
Close portrait of Washington smiling against a hot pink wall in an open blue denim jacket and stacked silver and beaded necklaces, with an orange gladiolus flower at the chest
Close portrait of a smiling model with shaggy brown hair and bangs in a baby blue crewneck sweatshirt with stacked beaded necklaces and a printed scarf at the shoulder
A model with long wavy dark hair stands against a yellow backdrop in an orange ribbed tank with layered beaded necklaces, a black beaded crossbody bag, and faded baggy jeans
Close portrait of Arthur and Geovanna against a blue backdrop, with Arthur in a white knit tank and bright beaded necklaces resting his head against Geovanna, who wears a white crochet top and a sleek dark fringe
Close portrait of Dadá against a hot pink backdrop with curly dark hair, light eyes, and a green and yellow printed silk neckerchief over a tan jacket
A young model stands against a yellow backdrop in a baby blue tee with a cream shirt knotted over the shoulders, dark wide-leg cargo trousers, and white sneakers, with a green skateboard at his feet
Close portrait of Luca against a hot pink backdrop with sun-bleached wavy hair, freckles, layered beaded necklaces, and a cream knit
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