H&M: 'In Betweens'

Oct 2025

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.

Lifestyle