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Ice Spice and Jon Turturro may seem like an unlikely duo, but the two artists came together to celebrate their shared New York roots in a new campaign for H&M. Fellow native New Yorkers — including models Paloma Elsesser and Kai Schreiber, along with content creator Kareem Rahma — also appear in the urban-centric spot.
“One of the best things about New York is the style,” Ice Spice, who was born and raised in the Bronx, said in a statement. “You get inspired every day by the unique characters you see out and about. No doubt my style — and the way I express myself — has been shaped by the city.”
The campaign marks the first in an ongoing series capturing the energy, individuality and fashion influence of cities around the world. Shot in New York City by acclaimed photographer Rafael Pavarotti, the debut installment brings together a cross-generational mix of creatives — from bold-faced names such as Ice Spice to emerging talents like photographer Megan Nishiyama and Cortisa Star. Alongside portraits, the campaign is centered around a two-minute video (love letteR) to the city. Among what makes the city special, according to the the campaign’s stars: “the people,” “the energy of the streets,” “car horns.”
“Being a New Yorker is like, there’s something animal about it,” says one unnamed woman. In addition to bold-faced names, Pavarotti and the team cast unknown subjects to style for the project.
The campaign imagery highlights a broad range of wardrobe staples and statement pieces available now on H&M’s site. Ice Spice appears in an oversized printed mesh T-shirt paired with barrel regular waist jeans, while Turturro is styled in a denim trucker jacket layered under a sweeping atelier coat. Fashion fixture Lynn Yaeger brings her signature maximalism to a balloon midi skirt teamed with a denim trucker jacket and Mary Jane flats, and Paloma Elsesser models pared-back basics including fitted tees and barrel jeans.
Elsewhere, the lineup spans tailoring and streetwear: Kareem Rahma in a double-breasted jacket with penny loafers; Liya Kebede in flared high-rise denim and a matching jacket; and rising creatives like Cortisa Star and Ahmad Cisse in updated takes on cardigans, rugby shirts and denim separates. The styling emphasizes H&M’s core offering of accessible, trend-driven pieces.
Following its New York debut, the series will expand to additional cities throughout 2026, with Rio de Janeiro slated for the spring under the banner H&M&Rio and more destinations to be announced later in the year.
Shop a few of the standout pieces featured in H&M’s NYC campaign below: