H&M will be showing at London Fashion Week again this season and the retailer’s September 17 event will be a partnership with photographer Nick Knight and the digital fashion platform he founded, SHOWstudio.
The company said the “bold reconceptualization of the fashion show experience” means it is thinking differently about the runway and rethinking how such shows can work, as this event is very different from the show that took place at LFW last year.
H&M creative advisor and head of womenswear design Ann-Sofie Johansson said the 2025 show had been a big deal and the company wanted to make an impact again this time.
“Our London Fashion Week 2025 event was a defining moment for the brand, so we’re excited to get back on the calendar to shake things up again,” he explained. “Nick Knight is a true pioneer: a legend when it comes to the democratization of fashion. Together, we are united in our prioritization of self-expression, human connection and creative innovation. It is a pleasure to work together.”
That tantalizing prospect comes at an interesting time for LFW as M&S prepares for a major shoppable catwalk event and as McQueen returns to town as Mulberry presents its first collection directed by Christopher Kane.
We don’t yet know any details about how H&M will approach this season’s show differently. Not that their 2025 show was even remotely traditional, as it featured three acts, audience participation and a performance by musician Lola Young, plus instantly shoppable fashion.
Knight added: “I believe that for fashion to be relevant, it needs to constantly change and push creative boundaries, and I’m excited that H&M shares that vision. Together, we will explore new ways to showcase and democratize fashion, and raise questions about what a runway show can be.”
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