Fashion month may revolve around the new collections, but the models’ personal style turns the streets into a runway of their own. This season, H&M introduces In Betweens, a campaign spotlighting some of the most in-demand faces, including Mariacarla Boscono, Vittoria Ceretti, Alex Consani, Sora Choi, Diane Chiu, Paloma Elsesser, Maty Fall, Jacqui Hooper, Awar Odhiang, and Mona Tougaard. Each model styled their own look from H&M’s A/W 25 collection, celebrating individuality and self-expression. Captured by Melodie Jeng and Adam Katz Sinding, and directed by Robbie Mailer Howat, the series follows models as they navigate between fittings, backstage sprints, and city sidewalks, where personal style takes center stage. Eliana Masgalos, Design Lead of H&M Womenswear said, “During fashion week, I always get excited to see the looks the models are wearing in between shows, when they get to be themselves. That authenticity is so inspiring. This project celebrates that ethos by spotlighting individual style and creativity, getting to the very core of what we do at H&M.” In Betweens is the latest in a series of H&M initiatives designed to make fashion more accessible, from runway shows open to the public to immersive seasonal festivals. Explore the models’ curated selections below, including Mona Tougaard’s sleek leather jacket, Alex Consani’s thigh-high boots, and Paloma Elsesser’s satin mini dress layered effortlessly over cargo trousers.
