H&M's new campaign is a love letter to New Yorkers

Fashion giant H&M has declared its love for New York City with its latest campaign.

The Swedish retailer has unveiled ‘H&M Loves NY', a new campaign that acts as a love letter to both the city and its H&M shoppers, ahead of the opening of four new boutiques in the location this year.

The brand kicked off the campaign on Valentine's Day by publishing a love letter to the city's people on its Times Square and Fifth Avenue flagship screens and social media, before unveiling a series of images starring New Yorkers of myriad backgrounds, professions and ages -- some of whom are H&M employees. The campaign stars reflect upon the special moment that they began to consider themselves New Yorkers.

"We are thrilled to be able to celebrate the love we have for the city of New York and our friends and neighbors here," said President of H&M, North America, Martino Pessina, in a statement. "The four new locations opening in the city this year, including our newest flagship at Hudson Yards, shows our commitment not only to New York City, but to the future of the brand."

H&M has itself been a New Yorker for 19 years, and is set to consolidate its 33-store strong presence in the city with a flagship retail space in Hudson Yards that is scheduled to open on March 15.

The brand is not the only fashion label currently enamored with New York -- earlier this month, Rag & Bone announced plans to abandon the traditional calendar of twice-yearly campaigns for monthly shoots featuring native New Yorkers snapped in the city between now and November.