Bem-vindos a São Paulo! This was an unforgettable journey celebrating an extraordinary moment for H&M, the opening of a brand-new market in Brazil. São Paulo is a city of vibrant contrasts. The new H&M Studio AW25 collection is where heritage meets modernism, and bold brutalism softens into intricate craftsmanship. Our base was at the Rosewood where we had pão de queijo for breakfast and caipirinhas before bed. Ibirapuera Park became H&M’s own version of a Brazilian music festival. The energy, culture, and creativity of this city is magnetic. I loved getting to bring the vision of this new collection to life. It was definitely a week to remember, and a huge milestone moment for the brand.