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·'In Betweens'

Vittoria Ceretti walking in a black lace camisole and wide-leg trousers while speaking on a smartphone on a city street.

Model Awar Odhiang walking on a city street wearing an oversized black fur coat over a black hooded jacket and track pants.

Model Awar Odhiang wearing an oversized dark fur coat over a hooded zip-up sweatshirt on a city street.

Smiling woman wearing oversized sunglasses, a pink lace slip dress, and a black leather jacket outdoors.

Model wearing a black lace camisole and leather trousers holding a jacket outdoors

Model Sora Choi in a grey sweatshirt and multi-buckle black leather belt looking to the side outdoors.

Alex Consani in a grey hooded sweatshirt and oversized grey bomber jacket with black patent boots on a city street.

Black woman with braided hair wearing a dark coat and tall black boots standing on a cobblestone street

Model Mariacarla Boscono in black sunglasses and a dark bomber jacket talking on her phone outdoors for H&M In Betweens project.

Woman in dark clothing holding a large black leather handbag with a doll charm on a street

Model Maty Fall walking down a city street wearing an oversized black jacket, white top, and belted pleated mini skirt.

Sora Choi holding a smartphone outdoors wearing a black lace dress and jacket for H&M

A model wearing a black lace camisole and dark trousers stands on a city street, holding a dark jacket with a doll charm.

A woman in a black leather jacket and sunglasses standing on a city street holding a handbag

Alex Consani looking down at a smartphone while wearing a tan jacket and cropped white top on a city street.

Model wearing a brown jacket over a white top and black pants leaning against a pole outdoors while holding a travel mug

H&M 'In Betweens' 2025

About

H&M’s In Betweens project is a fashion editorial series that captures a candid, street-level perspective on modern style. The campaign leans into a documentary aesthetic, featuring a diverse cast of models including Vittoria Ceretti, Awar Odhiang, Sora Choi, Alex Consani, Mariacarla Boscono, and Maty Fall. Each portrait integrates high-fashion layering with the textures of daily urban life, utilizing natural light to highlight the construction of the garments. Photographed by Adam Katz Sinding and Melodie Jeng, the images utilize a clean, observational approach that emphasises the intersection of personal style and city architecture. The series employs an editorial lens to frame relaxed, layered streetwear against the muted backgrounds of European streetscapes, incorporating analogue film techniques to achieve a grounded, authentic finish.