Brazilian music phenomenon Anitta performed at the FIFA World Cup opening ceremony in Los Angeles wearing a custom look from H&M Studio, marking one of the fast-fashion giant’s highest-profile style moments of the year. The custom piece — a sport-inflected bodysuit and coordinating separates — translated the energy of the tournament into a single garment.
The partnership extends H&M’s strategy of embedding its Studio line within major cultural moments — the biannual collection has previously dressed Grammy performers and red carpet talent, but the World Cup represents a broader global reach. Anitta, who performed to an international broadcast audience, brought visibility to the Studio label across markets where H&M is still building luxury-adjacent credibility.
The look also signals the growing overlap between sport, music, and high-street fashion. As brands compete for attention around global sporting events, the ability to deliver custom, camera-ready pieces with the speed of fast-fashion supply chains is becoming a competitive advantage.
H&M Studio’s design team worked directly with Anitta’s stylists to create a look that balanced athletic silhouette with the structural vocabulary of the brand’s Spring 2026 Studio collection. The result featured sharp cutouts, a high neckline, and elongated proportions that read as both performance armor and editorial statement.
