H&M

Oct 2025

H&M's 'In Betweens' project captures a series of street-style fashion portraits that blend candid observation with polished editorial aesthetics. The work leans into an urban documentary style, featuring models Vittoria Ceretti, Awar Odhiang, Sora Choi, Alex Consani, Mariacarla Boscono, and Maty Fall navigating city sidewalks in layered, textured streetwear. Photographed by Adam Katz Sinding and Melodie Jeng, the series utilises natural light to highlight the construction of contemporary H&M apparel, ranging from structured leather jackets and faux-fur coats to intricate lace-trimmed camisoles. The imagery relies on shallow depth of field to ground the subjects within their metropolitan environment, maintaining a cohesive, documentary-inspired visual language.

Lifestyle