Los Angeles takes middle stage in H&M’s latest marketing campaign, with a bit assist from native expertise.

The style retailer enlisted rising mannequin Julez Smith, multihyphenate sisters Amelia Grey and Delilah Belle, chef Tue Nguyen and sibling musical duo Between Pals to star in its marketing campaign celebrating L.A. tradition. Shot by photographer Grace Ahlbom, the collection of photographs was unveiled on Tuesday as a part of H&M’s citywide advertising takeover plan.

“Taking pictures this marketing campaign in L.A. with my sister, in my hometown, makes me really feel so proud,” Grey advised WWD. “Every part began right here, my desires, my targets. It feels good to have labored so onerous and show to myself, and perhaps some individuals who didn’t help me early on, that I can do these huge issues.”

For Belle, the marketing campaign is a full-circle second. “We had been undoubtedly mallgoers and H&M customers rising up right here, forcing our mother to take us,” she mentioned. Grey and Belle are the daughters of actuality star Lisa Rinna and actor Harry Hamlin.

This additionally marks Smith’s first “actual marketing campaign,” he mentioned. The son of Solange Knowles and nephew of Beyoncé Knowles-Carter has been rising within the vogue world since his runway debut throughout Luar’s fall 2024 vogue present. “It’s an enormous subsequent step for me,” Smith mentioned. “Particularly for this to be out within the metropolis I used to be born in, and to have my household have the ability to see it right here is wonderful. I’m elated.”

The marketing campaign sees the trio, in addition to Nguyen and Between Pals, modeling the model’s spring 2025 assortment. “Within the becoming for the shoot, my sister and I stored saying, ‘Add to cart! Add to cart!’ We needed each look from the becoming,” Grey mentioned.

H&M is investing in Los Angeles in 2025. This marketing campaign follows April’s H&M&LA Competition and helps the rollout of the model’s new retail places throughout Los Angeles throughout the fall.

“As we proceed to put money into each new and present shops nationwide, we’re thrilled to strengthen our presence in Los Angeles — a culturally vital metropolis and a cornerstone of our U.S. growth,” mentioned Michael Beaumont, head of growth for H&M Americas. “With a number of new retailer openings in prime places, we’re trying ahead to showcasing the very best of H&M’s vogue assortment and model id whereas persevering with to construct significant connections with Angelenos by way of our retailer portfolio.”

The primary of the brand new H&M shops opening in Los Angeles might be at The Authentic Farmers Market on Aug. 21. The shop, spanning 15,000 sq. ft throughout two flooring, will provide H&M’s womenswear and menswear collections. H&M can even open new shops on the Beverly Middle, Brea Mall and in Beverly Hills, with a brand new retailer situated at 370 North Beverly Drive.

Following the marketing campaign’s launch, the model will interact in a collection of selling partnerships with native companies, together with Levain Bakery and Wanderlust Creamery. The model can even collaborate with a outstanding L.A.-based artist to design a limited-edition bag, which might be distributed at key model activations and retailer launches all year long.