H&M has rolled out a campaign to celebrate its American heritage and the upcoming opening of four new locations in New York City.

H&M Loves NY is a campaign by the brand to celebrate the opening of four new locations in New York City in 2019 and America, which has been its home base for nineteen years now. The launch includes the highly anticipated Hudson Yards flagship premiering in March.

Including New Yorkers from all walks of life and its employees, the H&M push features a love letter released across the brand’s Times Square and Fifth Avenue screens and social media. A tribute to its fans and their personal styles, the message is one of appreciation.

Hudson Yards will include cultural institutions; premium retail, restaurants, and residences; a 750-seat public school; and over five acres of public plazas, gardens, and groves. Coming in about 34,000 square feet, the location joins the 33 H&M destinations in New York.

Those featured in the effort were asked to reflect on when they first became a New Yorker. A statement of love and adoration, their answers showed that native or new arrival, each one has a personal special moment to remind them that they are truly part of the city.

“We are thrilled to be able to celebrate the love we have for New York and our friends and neighbours here. The new locations opening this year show our commitment to New York City and the future of the brand,” said Martino Pessina, President of H&M North America.

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