It’s 8pm and I’m on the Strand. A stone’s throw from British Vogue’s HQ, what feels like the entire office has decamped to 180 Studios for one of the biggest (and starriest) events of this London Fashion Week: H&M: The London Issue.
It was an invitation few could resist. Editors knew that, after last year’s brat-themed extravaganza (see: Charli xcx taking over the Olympic Park), it promised to be a night to remember. “The clothes are really good,” Model of the Year and H&M campaign star Alex Consani recently told British Vogue of the collection, “and you know I love my London girls.”
An ode to the city of London, H&M partnered with 180 and leaned into all things rebellious to imagine a showcase that would act as a “living magazine”. Through dance, music and, of course, fashion, the Swedish retailer flew in a global cast to help rip up the rule book. Did the show start on time? Of course not! It was approaching 8.45pm by the time boots began thudding onto the red runway. Cameras flashed, music blared and the humongous screens – which had been broadcasting visuals of the London skyline – faded to black. And we’re off!
First up on the runway was H&M Studio, a blend of structured tailoring, oversized knits and just a hint of disco. Consani appeared in an almost floor-length double breasted coat, with an ivory lace skirt peeking through underneath. Amelia Gray flounced out wearing an Alsation-like faux faux cropped jacket, paired with thigh-high boots and a slouchy bag. She was followed by Paloma Elsesser in a nude bodycon maxi dress and mismatched earrings.
Then, the autumn/winter 2025 collection came out to play, with models filing out in plaid pleated skirts, acid wash denim and faux-fur heels. Lila Moss sported a neat beehive, meanwhile Ned Sims signature blond mop looked windswept.
The third act was a play on preppy and London’s restless identity – models returned in a scattered fashion dressed in suits and ties, leather-look pants and lace body suits. Romeo Beckham, his face the picture of determination, made his London Fashion Week debut in a jet-black, leather-look three piece. The subversive looseness brought a welcome, late ’90s mood to 2025.
Whilst the clothes captured the spirit of the event, Lola Young brought the goosebumps. Singing two tunes for the audience in the bleachers – “d£aler” and her Gen-Z anthem “Messy” – Young made her way through the LED maze as models danced to the sounds. As Young belted out the final notes, and the stellar cast of models shimmied their way offstage, it was clear that, for the second September running, H&M has left its mark on London.