H&M’s latest campaign at Paris Fashion Week blurred the line between runway and reality, turning the city streets into something far more interesting than any front row. Instead of staging a traditional show, the brand stepped outside with a cast of models who are already shaping what modern style looks like. Maria Carla, Paloma Elsesser, Maty Fall, Alex Consani, Mona Tougaard, Sora Choi, and Vittoria Ceretti were among the names leading the campaign, each walking through Paris in outfits they chose for themselves. It felt less like a performance and more like an authentic moment, the kind of fashion that happens when no one is officially watching.
The campaign, called In-Betweens, was inspired by the in-between moments that happen during Fashion Week. The quick outfit changes, the rush between shows, the way a model might casually pull on a jacket or grab a coffee and still look impossibly cool. H&M took that energy and built a story around it, putting self-expression at the center. The models mixed pieces from H&M’s main womenswear lines with directional Studio designs, denim, and accessories, creating looks that were personal, unexpected, and still completely wearable.
But the cleverest detail came dangling from their bags. Each model carried a small “mini-me” charm, a tiny doll that looked just like them and wore the exact same outfit. The miniature versions captured their personalities perfectly, turning each look into a kind of character. It was playful and instantly memorable, the kind of small but brilliant idea that makes people stop and smile. The charms felt like a symbol of what In-Betweens stands for: fashion that doesn’t take itself too seriously, but still understands the power of individuality.
Across social media, the campaign rolled out in real time, with both H&M and the models sharing their street looks as they moved through Paris. Instead of the usual glossy reveal, it felt immediate and alive, as if the audience was discovering the campaign at the same pace it unfolded. Beyond social, the rollout continued with wildposters in New York and Los Angeles, a printed tabloid featuring the street-style shots, and a pop-up newsstand in Paris that extended the campaign into the physical world.
With In-Betweens, H&M captured something that feels rare at Fashion Week. It celebrated the moments that happen outside the spotlight, when personal style is at its most natural and expressive. The campaign wasn’t about trends or perfection. It was about the freedom to be seen exactly as you are, with confidence, humor, and a little bit of playfulness. In doing so, H&M didn’t just participate in Paris Fashion Week. It changed the rhythm of it, reminding everyone that the best kind of style often happens in between.
