Swedish fashion retailer H&M has collaborated with Brazilian photographer Rafael Pavarotti to unveil H&M&RIO, which showcases Rio de Janeiro’s “unique, colour and humanity”.

H&M&RIO features a series of portraits featuring Brazilian celebrities such as actor and musician Seu Jorge, actress and singer  Zezé Motta, ballet dance Ingrid Silva, skateboarder Rayssa Leal and models Victoria Blecher and Shelia Bawer.

They are photographed wearing a blend of their own clothing, vintage pieces, archival H&M and current pieces.

Pavarotti said: “What inspires me most about this project is how fashion, culture and style move as extensions of a city’s rhythm and collective spirit.

“You begin to see how much of a person lives in the details, in what they wear, in how they stand, in how they move, in how they look back at you. Bringing this cast together, and being present with their stories, felt like something sacred, like a force in motion. Alive. This is the spirit of Rio for me.”

Chief creative officer at H&M Jörgen Andersson added: “To see Rio de Janeiro through Rafael Pavarotti’s lens was amazing and inspiring. I always love working with Raf, but this was extra special, given he was in his home country.

“Rio is a city of beauty, of culture, of contrasts, and we are proud to be celebrating it, especially given that H&M’s new Rio store just opened. This project speaks to H&M’s core belief that fashion is a collection of diverse expressions, rather than a singular aesthetic or look.”

The series will premiere on H&M channels on May 8.

Click here to sign up to Retail Gazette‘s free daily email newsletter