H&M [IG] hit the streets during Paris Fashion Week October 2025, capturing the world’s top models wearing H&M’s off-duty casual feminity from designer Eliana Masgalos between shows. The list of 10 models includes Alex Consani, Awar Odhiang, Diane Chu, Jacqui Hooper, Maty Fall, Mariacarla Boscono, Mona Tougaard, Paloma Elsesser, Sora Choi and Vittoria Ceretti. Some models had their dollie sidekicks riding shotgun.

Photographers Adam Katz Sinding [IG] and Melodie Jeng [IG] are behind the lens, with Robbie Mailer Howat on film. Sinding shot some great images of new Gucci SS26 for WWD. With further digging into the project, these images are headed for i-D Magazine [IG] in some format.

Reports about the campaign mention the freedom the models enjoyed in producing their own ‘scenes’. The results do look very entrepreneurial and unstaged, trusting that these figures are best trusted to express their own ‘celebrity’ selves moving from one show to the next.

This campaign is part of H&M’s larger strategy around their participation in global fashion events. The brand becomes a global fashion voice — not by competing with their own runway show — but by becoming part of everyone’s show in a very democratic way.

Frankly, this strategy appeals to the models, who continue to seek greater direct influence in fashion week action and events. Translated, they want to have roles beyond being a mannequin. The best example of this desire — and ability — was model Awar Odhiang’s spontaneous ‘hostess with the mostess’ takeover of the closing of Matthieu Blazy’s fabulous Chanel debut.