H&M Shines at London Fashion Week with a Multisensory Showcase
LONDON – H&M made a striking return to London Fashion Week on Thursday evening, presenting a vibrant, celebrity-studded fashion show at a specially constructed venue within an office complex near the Strand. This event marked a significant moment for the brand, showcasing its latest offerings in a dynamic and engaging format.
A New Approach to Fashion Presentation
The highlight of the evening was the unveiling of the “see now, buy now” Fall 2025 Studio collection. This collection was complemented by a diverse array of pieces from H&M’s various lines, including a womenswear-focused campaign collection and the Atelier collection, which features menswear that aligns with the Studio collection’s aesthetic.
Ann-Sofie Johansson, H&M’s head of design and creative adviser, emphasized the brand’s intention to present a broader selection of its offerings this season. “We wanted to show a bigger part of the H&M assortment,” she stated. The show was designed to incorporate elements of entertainment, creating distinct acts that would enhance the overall experience for attendees.
Inspiration Behind the Collections
The Studio collection, conceptualized by designer Linda Wikell, drew inspiration from the contrasting styles of São Paulo‘s tropical brutalism and Stockholm’s minimalism. This fusion resulted in a collection that balances strict tailoring with softer, more feminine elements. Attendees were treated to a visual feast of statement pieces, including faux fur scarves, lace slip dresses, and over-the-knee boots, alongside a selection of beaded flapper dresses that hark back to the roaring twenties.
The Atelier collection for men mirrored this bold vision, offering sharp and daring designs that complemented the overall aesthetic of the Studio collection.
Star Power and Musical Highlights
The campaign collection was brought to life by a lineup of notable figures, including Amelia Grey, Paloma Elsesser, Alex Consani, Romeo Beckham, Iris Law, Lila Moss, and Lux Gillespie. The evening’s entertainment was further elevated by a performance from singer Lola Young, who captivated the audience with her songs “Dealer” and “Messy,” leading up to the show’s grand finale.
Johansson noted that the show’s success was largely due to the expert curation by fashion stylist Jacob K. “For H&M, it’s very much about high-low styling. One should feel effortless in that sense,” she explained, highlighting the brand’s commitment to accessible fashion.
A Holistic Experience
Johansson, who resides in London, expressed her admiration for the city’s vibrant creative scene. “There’s so much creativity in this city with so many bright new talents coming out each season,” she remarked. However, she also acknowledged the need for larger platforms to showcase these talents, aligning with the British Fashion Council’s (BFC) vision to empower emerging designers and foster international connections.
Last year, H&M’s show featured a high-energy performance by Charli XCX, along with DJ sets from Jamie xx and Sherelle, attracting thousands of attendees. While this year’s event was more intimate, H&M enhanced the experience by hosting talks with industry experts and workshops throughout the day leading up to the show. This approach aimed to create a more comprehensive experience for attendees, allowing them to engage with the fashion community in meaningful ways.
“We wanted to do something more than just a runway show,” Johansson explained. “Something we have never done before. Something more people can enjoy, where you can mingle, meet people, and listen to really interesting people in the panels, and try things yourself, like fashion drawings.”
The Future of Fashion Shows
H&M’s innovative approach at London Fashion Week reflects a broader trend in the fashion industry, where brands are increasingly seeking to create immersive experiences that go beyond traditional runway presentations. This shift is particularly relevant in an era where consumer engagement and brand storytelling are paramount.
As fashion weeks around the world continue to evolve, H&M’s commitment to blending entertainment with fashion showcases the brand’s adaptability and forward-thinking mindset. By embracing new formats and fostering connections within the industry, H&M is not only reinforcing its position as a leader in fast fashion but also contributing to the ongoing dialogue about the future of fashion.
Conclusion
H&M’s return to London Fashion Week was marked by a successful blend of creativity, celebrity, and community engagement. The brand’s ability to adapt and innovate in a rapidly changing industry landscape underscores its relevance and commitment to both established and emerging talents. As the fashion world continues to evolve, H&M’s multisensory approach may serve as a blueprint for future presentations, emphasizing the importance of experience in the realm of fashion.
