Ice Spice, John Turturro H&M New York Campaign

Variety

by atingley4

February 23, 2026

AI-Generated Deep Dive Summary

Ice Spice and John Turturro have come together to celebrate their shared New York City roots in an H&M campaign that highlights the city's vibrant energy and unique style. The campaign, shot by renowned photographer Rafael Pavarotti, features a mix of established names and emerging talents, including models Paloma Elsesser, Kai Schreiber, and content creator Kareem Rahma. It captures the essence of New York through bold fashion statements and personal reflections from its subjects. The campaign debuts a two-minute video titled "love letteR," which emphasizes the city's unique charm—its people, street energy, and iconic sounds like car horns. Ice Spice, born and raised in the Bronx, reflects on how New York inspires his style, while other participants share their own perspectives on what makes the city special. The imagery showcases a range of H&M pieces, from oversized mesh T-shirts to tailored denim separates, blending streetwear and high fashion. The campaign is part of an ongoing series that will expand to global cities in 2026, with Rio de Janeiro set as the next stop under the "H&M&Rio" banner. By featuring both established figures like Lynn Yaeger and up-and-coming talents, the initiative underscores H&M's commitment to accessible, trend-driven fashion that resonates with diverse urban cultures. This campaign not only celebrates New York's style but also sets the stage for future explorations of other cities' unique fashion influences. For entertainment enthusiasts and fashion lovers alike, this campaign offers a glimpse into how global cities shape style and culture. It’s a testament to H&M’s ability to connect with local communities while delivering trendy, affordable fashion that appeals to a wide audience. The series promises to keep fans engaged as it travels the world, capturing the essence of each city through its people and their personal style.

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Originally published on Variety on 2/23/2026