Street Style: H&M Captures Fashion’s ‘In Betweens’ at Paris Fashion Week
Images by Adam Katz
This Paris Fashion Week (September 29th to October 7th), H&M turned its focus away from the catwalk and onto the cobbles, spotlighting the spontaneous street style of some of fashion’s most influential faces. In a bold move that blurred the line between runway and reality, H&M teamed up with ten top models — including Vittoria Ceretti, Paloma Elsesser, Mona Tougaard, Alex Consani, Sora Choi and Mariacarla Boscono — to showcase their self-styled looks on the streets of Paris.
The Art of the In-Between
Titled ‘In Betweens’, the activation celebrated those fleeting fashion moments between shows — when models rush from fitting to fitting and finally get to wear what they love. Each was given full creative freedom to curate their own look from H&M’s A/W25 and Atelier collections, embodying authenticity and individuality.
In a playful twist, several carried mini-me dolls styled to match their own outfits, turning a tongue-in-cheek accessory into a celebration of personal expression.
Style Highlights from the Streets
The standout looks captured a masterclass in modern streetwear:
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/W25, 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/W25, 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/W25.
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/W25 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/W25.
Vittoria Ceretti – Strappy lace-detail top, double-breasted blazer and black leather trousers from H&M A/W25, brushed overshirt from H&M Atelier.
Alex Consani – Sheer bead-trimmed net top and coated over-the-knee boots from the A/W25 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/W25, cargo trousers from H&M Atelier and H&M black suede mules and silver rings.
“That Authenticity Is So Inspiring”
“During fashion week, I always get excited to see the looks the models are wearing in between shows, when they get to be themselves,” said Eliana Masgalos, Design Lead, H&M Womenswear. “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.”
From the Streets of Paris to the World
To take this energy global, H&M will roll out images shot by Melodie Jeng and Adam Katz Sinding across wild posters in LA and New York, and pop-up news-stands throughout Paris from 10 October, ensuring the campaign reaches beyond fashion week insiders.
This project continues H&M’s mission to democratise fashion, transforming the runway into something real and relatable. Previous activations have included a London Fashion Week concert-runway hybrid and an LA festival celebrating the start of spring — but this time, the spotlight belongs to the streets.
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