H&M Hosts Brunch & In-Store Event At Essence Festival of Culture

H&M Essence Festival of Culture Event Photos

Source: Courtesy / H&M

The spirits of fashion, culture, and community were celebrated at the 2025 Essence Festival of Culture. H&M hosted two signature events that brought together influential Black voices, tastemakers, and creatives in New Orleans. Over the holiday weekend, the global fashion brand made its debut as a proud sponsor of the Essence Festival of Culture, hosting a star-studded brunch and a fashion-forward in-store event celebrating self-expression, storytelling, and style.

On the 4th of July, H&M partnered with media personality and author Bevy Smith to host “Brunch with Bevy.” The exclusive gathering at Marché blended fashion, food, and fellowship. The event welcomed a curated group of cultural leaders and storytellers for a morning of meaningful conversation and connection.

The event included opening remarks by Bevy Smith and Donna Dozier Gordon (Head of Inclusion and Diversity, H&M Americas). That was followed by a featured conversation with Bevy Smith, Kim Coles, and Erika Alexander — celebrating their legacy from Living Single and its lasting impact on culture. The conversation also spotlighted Kim and Erika’s new podcast, ReLiving Single, which explores the show’s enduring influence and the personal career journeys of its stars. Lastly, Congresswoman Jasmine Crockett also delivered powerful remarks, underscoring the importance of celebrating Black joy.

“H&M is proud to make our debut as an official sponsor of the Essence Festival of Culture — a culturally iconic celebration that holds deep significance for Black culture and aligns closely with our values of inclusion, self-expression, and creativity,” said Donna Dozier Gordon, Head of Inclusion and Diversity, H&M Americas. “Through events like Brunch with Bevy and our in-store celebration with Essence, we’re honored to spotlight the power of Black storytelling and foster connection through the shared language of fashion and culture.”

On Saturday (July 5th), H&M and Essence welcomed influencers, press, and friends of the brands to a lively in-store event at H&M’s French Quarter location. The celebration highlighted H&M’s role as an official Essence Festival of Culture sponsor and a go-to destination for festival style. Attendees enjoyed light bites, bellinis, a live DJ, and exclusive branded giveaways. The event featured a panel discussion titled “Style is not on you, it’s in you,” moderated by Bevy Smith and featuring actress Andrea Lewis and Essence’s Nandi Howard. The conversation explored how personal style is rooted in authenticity and self-expression beyond trends or price tags.

Following the private event, the celebration continued throughout the day for all customers, with music, DJ’s, giveaways, and special photo moments. Check out some photos from both of H&M’s events this past weekend.