Fashion thrives on the friction between the sidewalk and the studio, and H&M is leaning into that energy with a new platform that captures the raw spirit of the world’s most iconic cities. The project highlights a democratic vision of style where Hollywood veterans like John Turturro share the stage with unknowns discovered on the pavement of Manhattan.
H&M & New York
H&M partners with photographer Rafael Pavarotti to capture portraits that celebrate individuality and the way a specific zip code can shape a man’s identity. While the series begins in the concrete jungle of New York, it prepares to migrate to Rio de Janeiro later this spring to document a different cultural heat.
“This series is the next step in H&M’s explorations into how the global community is expressing themselves,” shares H&M chief creative officer, Jörgen Andersson. “The blend of characters cements the democratic vision of fashion that has always defined H&M. It reflects our belief in encouraging people to be themselves, celebrating self‑expression, individuality, and the idea that fashion is a collection of diverse expressions rather than a singular aesthetic or look.”
New York’s aesthetic here is a sophisticated blend of archival cool and modern street-cast attitude that honors the multifaceted nature of self-expression. You see it in the way a trench coat or a double-breasted blazer is softened by accessories like a casual beanie.
These looks work like a cultural map, mixing the poetic reality of the avant-garde with the innate energy of a person who is striking without trying. By centering figures like Kareem Rahma and Jay Guapo, the project validates the idea that fashion is a collection of diverse voices.
