Tyla Leads H&M’s Star-Studded Brazil Launch

SAO PAULO — 20 August

Grammy-winning South African star Tyla headlined H&M’s Brazilian launch with an energetic show at São Paulo’s Auditório do Ibirapuera. The fashion event blended music and culture to celebrate the retail giant’s first stores in Brazil.

Dubbed H&M&SP, the showcase featured Brazilian icons Gilberto Gil, Anitta, Agnes Nunes, and Maz alongside Tyla, the face of H&M’s Spring/Summer 2025 campaign. Around 3,000 guests attended, including supermodels Naomi Campbell and Adriana Lima.

Tyla called Brazil “a second home” after her performance, stating: “Performing at H&M&SP in São Paulo felt like a dream — everyone was dancing, vibing, and celebrating together.” She highlighted how “music and fashion can bring people from different worlds into one shared experience” (Event statement).

H&M’s Chief Creative Officer Jörgen Andersson explained the launch approach: “We’re thrilled to launch in Brazil and what better way to celebrate the beginning of a love story than with music in São Paulo — a melting pot of sounds, style, and creative expression” (Company statement).

Brazilian superstar Anitta welcomed the cultural focus: “The beauty of Brazil is in our mix of people, rhythms, colours, and stories… I’m happy to see a global brand arriving in Brazil with that kind of sensitivity” (Artist statement).

The event celebrated H&M’s “Beats of Brasil” campaign showcasing Brazilian diversity alongside global talent. South African attendees included Khanyisile Masina, Thato Nzimande and Ntandokathixo Dwango as brand representatives.

The launch marks another global milestone for Tyla as she represents contemporary African artistry. H&M’s expansion signals a deepened investment in connecting worldwide fashion cultures.