To capture the true essence of Brazil, H&M collaborated closely with people who shape this cultural power. More than a visual celebration, the campaign stands as an act of listening; It is a sample of H&M's commitment to build a close and collective bond with Brazil using fashion as a tool for self -expression.
H&M marks its debut in Brazil with the “Beats of Brazil” campaign, launched on August 4. With 36 talents, including Gilberto Gil, Anitta and Carol Trentini, the campaign celebrates the rich cultural diversity of Brazil. Filmed by Hick Duarte, it reflects H&M's intention to connect deeply with Brazilians through fashion and authentic self -expression.
Laning on August 4, the campaign is directed by Brazilian photographer Hick Duarte and presents 36 personalities that represent the multilayer diversity of Brazil, weaving different times, geographies and languages.
“The arrival of H&M in Brazil has been highly anticipated, and we could not imagine doing it otherwise that celebrating Brazilians. We had the opportunity to really understand what makes Brazil such unique and inspiring country, and the campaign is an exact result of that.” Jörgen Andersson, Creative Director of H&M says.
“Being invited to photograph this campaign was a great honor, not only for the strength and relevance of the H&M, but also for the meaning and creative approach of the project. We created an environment in which the cast was really free to express itself,” says Hick Duarte.
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Fiber2Fashion News Desk (RM)
