H&M Unveils New York City Campaign Starring Ice Spice and John Turturro

Global Retailer Launches First Chapter of Worldwide City Series with a Cinematic Ode to Urban Style, Photographed by Rafael Pavarotti

H&M announced the launch of its New York City campaign — the debut installment of an ongoing global series celebrating the fashion energy, individuality, and cultural character of cities around the world. Anchored by Bronx-born rapper Ice Spice and acclaimed actor John Turturro, the campaign brings together a deliberately cross-generational, cross-discipline roster of native New Yorkers, each a distinct embodiment of the city’s singular approach to personal style.

Shot entirely in New York City by celebrated photographer Rafael Pavarotti, the campaign features models Paloma Elsesser and Kai Schreiber, content creator Kareem Rahma, fashion icon Lynn Yaeger, model Ahmad Cisse, and emerging creatives, including photographer Megan Nishiyama and Cortisa Star. In addition to its bold-faced cast, Pavarotti and the creative team also styled and photographed unknown New York subjects — a decision that roots the campaign firmly in the lived reality of the city rather than the architecture of celebrity alone.

A Love Letter, on Film

At the heart of the campaign is love letteR, a two-minute short film that functions as a cinematic tribute to New York’s most irreducible qualities — the people, the relentless energy of its streets, the familiar percussion of car horns. The film captures its subjects speaking to what makes the city extraordinary in their own words, among them the declaration from one unnamed New Yorker: “Being a New Yorker is like, there’s something animal about it.”

Ice Spice, who was born and raised in the Bronx, elaborates on the campaign’s central thesis with characteristic directness. “One of the best things about New York is the style,” she said. “You get inspired every day by the unique characters you see out and about. No doubt my style — and the way I express myself — has been shaped by the city.”

The Styling: A Full Spectrum of New York Dressing

The campaign’s wardrobe spans the breadth of H&M’s current offering, from understated staples to considered statement pieces — each worn with the ease and conviction that defines true Estilo Nova-iorquino.

Ice Spice appears in an oversized printed mesh T-shirt paired with barrel regular waist jeans. John Turturro is styled in a denim trucker jacket layered beneath a sweeping atelier coat. Lynn Yaeger brings her celebrated maximalism to a balloon midi skirt teamed with a denim trucker jacket and Mary Jane flats. Paloma Elsesser anchors the campaign’s quieter register in fitted tees and barrel jeans.

The wider cast extends the narrative across tailoring, streetwear, and everything in between: Kareem Rahma in a double-breasted jacket worn with penny loafers; Liya Kebede in flared high-rise denim with a matching jacket; Ahmad Cisse in a cardigan; and Cortisa Star in a rugby shirt and denim separates. The full range of featured pieces is available now on hm.com.

A Global Series, Beginning Here

The New York campaign marks the first in an ongoing series that will expand to additional cities throughout 2026. The second installment, slated for spring, will turn its lens to Rio de Janeiro under the banner H&M&Rio. Further city campaigns will be announced later in the year.

Selected Campaign Pieces, Available Now on hm.com

About H&M

H&M is a global moda retailer offering trend-driven, accessible clothing and accessories for women, men, and children. The brand operates across markets worldwide, with all featured campaign pieces available at hm.com.

Images Courtesy of H&M

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