This Paris Fashion Week, H&M has linked up with the biggest It-models for its new campaign that’s all about off-duty style, and the brand got all the runway GOATs to bring self expression to the street. The campaign follows the likes of Alex Consani, Paloma Elsesser, Mona Tougaard, Vittoria Ceretti and many others, running from fitting to fitting, show to show, in the hardest off-duty fits designed by H&M.
Inspired by the nonchalance of off-duty street style shots, the campaign gives off that effortless moment of liberty where models get to be themselves for just a second, before they go on to the next job. And H&M let their personalities shine through the fit – keeping it lowkey like Mona with flannels, bold like Alex with her thigh-high boots, or eccentric-chic with a dress over pants like Paloma.
“During fashion week, I always get excited to see the looks the models are wearing in between shows, when they get to be themselves,” says design lead at H&M Womenswear Eliana Masgalos. “That authenticity is so inspiring. This project celebrates that ethos by spotlighting individual style.”
Watch the new H&M campaign here:
More on Culted
See: Poltergeist, Gimps & Uncle Fester: Halloween is the most fashionable time of the year
See: John Lobb celebrates the 75th anniversary of the Lopez loafer
