H&M
Inbetween
Brand
ProjectInbetween
Date
Oct 2025
Description
Inbetween captures the fluidity of contemporary street style through an observational lens. The editorial campaign for H&M leans into the candid rhythm of urban life, moving away from controlled studio environments to document individuals in motion across city thoroughfares. Photographers Adam Katz Sinding and Melodie Jeng utilise natural light to highlight textures in the layered silhouettes, ranging from structured leather and faux fur to delicate lace detailing. The work channels an authentic, documentary-style aesthetic that emphasises personal styling choices and the integration of everyday accessories like smartphones and tote bags within a metropolitan context.
Style
Editorial, Clean
Techniques
Natural light
Industries
High Street Fashion
Color
Jet Black
Background
Street
Context
Editorial
Associated creatives
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