H&M Launches Campaign Celebrating Los Angeles Culture with Local Stars

H&M has unveiled its latest marketing campaign, showcasing the vibrant culture of Los Angeles through the lens of local talent. The campaign features a diverse ensemble of stars, including rising model Julez Smith, sisters Amelia Gray and Delilah Belle, chef Tue Nguyen, and sibling musical duo Between Friends. The launch of this initiative is part of H&M's strategic expansion within the Los Angeles market, which includes the opening of new retail locations across the city.

The campaign was officially announced on June 24, 2025, and aims to resonate with Angelenos by highlighting the unique essence of the city. Photographed by Grace Ahlbom, the series of images captures the spirit of Los Angeles, as articulated by Amelia Gray, who expressed her pride in representing her hometown. "Shooting this campaign in L.A. with my sister, in my hometown, makes me feel so proud. Everything started here, my dreams, my goals... I can do these big things," Gray stated in an interview with WWD.

Delilah Belle echoed her sister's sentiments, recalling their childhood experiences as dedicated H&M shoppers. "We were definitely mallgoers and H&M shoppers growing up here, forcing our mom to take us," she remarked. Julez Smith, who is notably the son of Solange Knowles and nephew of Beyoncé Knowles-Carter, described this campaign as a significant milestone in his burgeoning fashion career, stating, "It’s a huge next step for me, especially for this to be out in the city I was born in."

The campaign features H&M’s spring 2025 collection and follows the recent H&M&LA Festival held in April 2025. The retailer has announced a significant investment in Los Angeles, with plans to open several new stores in the fall. Michael Beaumont, head of expansion for H&M Americas, noted, "As we continue to invest in both new and existing stores nationwide, we are thrilled to strengthen our presence in Los Angeles—a culturally significant city and a cornerstone of our U.S. expansion."

The first of the new stores will launch at The Original Farmers Market on August 21, 2025, occupying 15,000 square feet across two floors. Additional locations are planned for the Beverly Center, Brea Mall, and Beverly Hills, further solidifying H&M’s footprint in the competitive Los Angeles retail landscape.

In conjunction with the campaign, H&M will engage in marketing partnerships with local businesses, including Levain Bakery and Wanderlust Creamery. The brand also intends to collaborate with a prominent Los Angeles artist to design a limited-edition bag, which will be distributed during key brand activations and store launches throughout the year.

This campaign not only signifies H&M’s commitment to local culture but also underscores the importance of community engagement in retail marketing strategies. As the fashion industry continues to evolve, H&M’s focus on local talent and cultural identity could serve as a model for other brands aiming to connect with their customer base on a deeper level.