Denim just got a New York state of mind. H&M is kicking off 2026 with a bold new global platform that celebrates style, culture, and self-expression, starting in New York City.
Ice Spice leads the charge with the H&M&NEW YORK campaign shot by Rafael Pavarotti.
H&M&NEW YORK 2026 Campaign
Ice Spice appears alongside Liya Kebede, Paloma Elsesser, and Lynn Yaeger, each bringing their own edge to the frame. The cast wears denim in every form. Slouchy jeans that pool at the floor. Sharp denim jackets with attitude.
Low-rise cuts, wide legs, flares, and worn-in blues that feel lived and loved. The looks are relaxed but powerful, styled with platform shoes, sleek boots, and layered basics.
It captures the real energy of the city and the people who shape it. Inspired by the spirit of New York, where personal style speaks before words do, the series shows stars along with fresh faces discovered on the streets.
“One of the best things about New York is the style,” says Ice Spice about the H&M campaign. “You get inspired every day by the unique characters you see out and about.”
