From Agnes Nunes to Gilberto Gil: Inside H&M’s Spectacular São Paulo Launch

H&M made its highly anticipated entrance into Brazil with an unforgettable night in São Paulo—a seamless fusion of fashion, music, and culture. The launch event, H&M&SP, transformed the iconic Auditório do Ibirapuera, Oscar Niemeyer’s architectural masterpiece, into a stage celebrating Brazil’s creative heartbeat. H&M opened its first Brazilian store at Iguatemi São Paulo on 23 August, alongside its online debut at hm.com.br, marking the beginning of an exciting new chapter for the brand in South America.

The evening brought together global icons and Brazilian stars for a vibrant showcase of talent. Headliners Tyla, Gilberto Gil, Anitta, Agnes Nunes, and Maz led a pulsating lineup that had 3,000 guests dancing, singing, and fully immersed in the spirit of the night. Naomi Campbell, Mia Regan, Adriana Lima, Isabeli Fontana, Carol Trentini, and Pabllo Vittar were among the glittering crowd, alongside South African personalities Khanyisile Masina, Thato Nzimande, and Ntandokathixo Dwango, attending as friends of the brand.

H&M&SP was more than a launch; it was a celebration of connection, creativity, and cultural richness. Set against the vibrant rhythm of São Paulo, the event brought H&M’s “Beats of Brasil” campaign to life, blending music, dance, and fashion to honor the country’s diverse cultural tapestry. From legendary voices to emerging stars, the lineup reflected the energy, color, and dynamism of Brazil itself.

“We’re thrilled to launch in Brazil. There’s no better way to celebrate the beginning of this journey than with music in São Paulo, a city that is a true melting pot of style and expression,” says Jörgen Andersson, H&M’s Chief Creative Officer. “Fashion and music are powerful forces. Bringing them together creates moments people remember.”

Tyla, the face of H&M’s Spring/Summer 2025 campaign, shone alongside fellow “Beats of Brasil” campaign stars Gilberto Gil, Anitta, and Agnes Nunes. Together, they carried the crowd through a night of exhilaration, joined by Naomi Campbell and iconic Brazilian personalities including Adriana Lima, Isabeli Fontana, Carol Trentini, Fernanda Motta, Valentina Sampaio, and Pabllo Vittar.

“Brazil feels like a second home. The energy here is irresistible. Performing at H&M&SP was a dream, the crowd, the vibes, the celebration it all felt like one shared heartbeat. Music and fashion can connect worlds, and that’s exactly what this night embodied,” says Tyla.

Anitta added, “Brazil’s beauty lies in our mix of people, rhythms, colors, and stories. Being part of H&M&SP, celebrating diversity and self-expression, while also engaging responsibly, is a huge honor. Fashion should mirror the times, and it’s exciting to see a global brand arrive with this kind of awareness.”

With music, fashion, and iconic personalities converging in São Paulo, H&M&SP set the tone for a new chapter that honors diversity, self-expression, and the vibrant energy of Brazil. This launch isn’t just about style; it’s about connection, inspiration, and the joy of bringing people together through the universal language of fashion and music.