With the full Run2 data set of the LHC at \sqrt{s} = 13 TeV it is possible to search for subdominant
production modes of the Higgs boson at a pp collider, like associate production of the Higgs boson
with two b-quarks, with a single top quark, or with a photon, profiting of high-branching-ratio
decay modes. Viceversa, by combining all the possible production mechanism, searches for ultrarare
decays like those to a photon and a light vector meson can probe the Yukawa couplings to the
light quarks and the presence of BSM effects that can enhance these processes.