Los Angeles takes center stage in H&M’s newest campaign, with a little help from local talent.

The fashion retailer enlisted rising model Julez Smith, multihyphenate sisters Amelia Gray and Delilah Belle, chef Tue Nguyen and sibling musical duo Between Friends to star in its campaign celebrating L.A. culture. Shot by photographer Grace Ahlbom, the series of photos was unveiled on Tuesday as part of H&M’s citywide marketing takeover plan.

“Shooting this campaign in L.A. with my sister, in my hometown, makes me feel so proud,” Gray told WWD. “Everything started here, my dreams, my goals. It feels good to have worked so hard and prove to myself, and maybe some people who didn’t support me early on, that I can do these big things.”

For Belle, the campaign is a full-circle moment. “We were definitely mallgoers and H&M shoppers growing up here, forcing our mom to take us,” she said. Gray and Belle are the daughters of reality star Lisa Rinna and actor Harry Hamlin.

This also marks Smith’s first “real campaign,” he said. The son of Solange Knowles and nephew of Beyoncé Knowles-Carter has been rising in the fashion world since his runway debut during Luar’s fall 2024 fashion show. “It’s a huge next step for me,” Smith said. “Especially for this to be out in the city I was born in, and to have my family be able to see it here is amazing. I’m elated.”

The campaign sees the trio, as well as Nguyen and Between Friends, modeling the brand’s spring 2025 collection. “In the fitting for the shoot, my sister and I kept saying, ‘Add to cart! Add to cart!’ We wanted every look from the fitting,” Gray said.

H&M is investing in Los Angeles in 2025. This campaign follows April’s H&M&LA Festival and supports the rollout of the brand’s new retail locations across Los Angeles during the fall.

“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,” said Michael Beaumont, head of expansion for H&M Americas. “With several new store openings in prime locations, we’re looking forward to showcasing the best of H&M’s fashion assortment and brand identity while continuing to build meaningful connections with Angelenos through our store portfolio.”

The first of the new H&M stores opening in Los Angeles will be at The Original Farmers Market on Aug. 21. The store, spanning 15,000 square feet across two floors, will offer H&M’s womenswear and menswear collections. H&M will also open new stores at the Beverly Center, Brea Mall and in Beverly Hills, with a new store located at 370 North Beverly Drive.

Following the campaign’s release, the brand will engage in a series of marketing partnerships with local businesses, including Levain Bakery and Wanderlust Creamery. The brand will also collaborate with a prominent L.A.-based artist to design a limited-edition bag, which will be distributed at key brand activations and store launches throughout the year.