Press Site

H &M put the focus on the moments in between the shows, where models dash from fitting to fitting, backstage to backstage, in self-styled looks that let their own personalities shine, marking a brief interlude when they are allowed to be themselves. Each talent was given free rein to craft their own looks from H&M’s A/W25 collections, and several models sported a customised mini-me doll, replicating her unique look, as a playful bag charm, putting the spotlight firmly on each model’s distinct style language.

In Betweens looks:

• Jacqui Hooper – Beige canvas workwear jacket from menswear line H&M Atelier and coated jeans, oversized striped shirt and kitten-heeled black leather boots from H&M A/W25.
• Awar Odhiang – Dark brown faux fur coat from H&M A/W 25, loose-fit sports joggers from H&M Move and H&M brown oval sunglasses.
• Mona Tougaard – Leather jacket, checked shirt and ribbed t-shirt from H&M Atelier, black crocodile-patterned tote from H&M A/W 25, stainless steel sunglasses from H&M Studio and black H&M loafers.
• Sora Choi – Black strappy lace dress and knee-high zip-detail black biker boots from H&M A/W 25.
• Diane Chu – Brown denim coated jacket with matching jeans from H&M Studio.
• Maty Fall – Black leather and suede mini skirt from H&M A/W 25 with a brushed workwear jacket from H&M Atelier.
• Mariacarla Boscono – Oversized bomber jacket, belted leather-look pleated skirt and heeled leather slingbacks from H&M A/W 25.
• Vittoria Ceretti – Strappy lace-detail top, double-breasted blazer and black leather trousers from H&M A/W 25, brushed overshirt from H&M Atelier.
• Alex Consani – Sheer bead-trimmed net top and coated over-the-knee boots from the A/W 25 collection, a dusty green washed bomber from the H&M menswear line.
• Paloma Elsesser – Midi length black leather coat, beige lace-trim satin mini dress and leopard-print bag from H&M A/W 25, cargo trousers from H&M Atelier and H&M black suede mules and silver rings.

“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”

– Eliana Masgalos, Design Lead H&M Womenswear.

To continue the spirit of openness that defines this project, images from the activation will be shared via wild posters in LA and New York, pop-up “news-stands” across Paris launching from 10 October, and social content spread in real time during Paris Fashion Week. This is all part of H&M’s effort to bring the models’ own style to a global audience.

H&M’s history has centred on democratising style and design. H&M’s history is on the high street, amongst customers who bring diversity to the style conversation. H&M is upturning the idea of the runway, by celebrating the real, raw moments in between the catwalk choreography.

In Betweens is the latest step in a pioneering run of activations from H&M that have opened fashion events beyond insiders: liberating fashion for the many. Others include a genre-defying fashion show at London Fashion Week that was part runway, part concert, part living magazine with tickets available to the public, a LA festival celebrating the S/S season, and one-off -performances by iconic musicians.

Photographers: Melodie Jeng and Adam Katz Sinding

Director: Robbie Mailer Howart

For a full range of products and more information around the activity, please source Studio Destination