Romeo Beckham, Paloma Elsesser and Lila Moss walked the runway at the H&M&180: The London Issue fashion show, while Lola Young provided the emotional highlight of the evening with her performance. And if you thought it was just another fashion show… think again.
What happens when a Swedish fashion giant brings together brutalism, Britpop, digital trends and 70 models under the roof of one of London's most iconic addresses? Fashion chaos? Almost. More precisely: a spectacle of the future. H&M was at London Fashion Week yesterday with her A/W25 collection showed that it can be more than just a "high street" brand - it can also be high-concept. Welcome to H&M&180: The London Issue – a fashion event that is more than just a magazine. It is a manifesto. It is a statement. And, honestly, pure pleasure.
H&M: When a fashion show becomes a multimedia experience
In the heart of London fashion, specifically at 180 The Strand, 700 lucky guests gathered – from fashion veterans to TikTok newcomers who (probably for the first time) had to put down their phones because… the action was simply too much. wow, to follow him through the screen. In fact – ironically – it was because of this event that all digital addicts had to rediscover the power of the moment.
Giant screens, a soundstage that was more like a concert than an accompaniment, and models who looked more like style icons than “ordinary mortals” created the feeling that we were on the verge of something new. H&M didn’t just present a collection – it reinterpreted the fashion show format itself.
A star-studded runway and poetic chaos for all the senses
The opening act belongs to the H&M Studio line, which this year was inspired by something that could best be described as brutalist tropical design. Yes, you read that right – concrete and palm trees are clearly no longer rivals. Jacqui Hooper opened the show with her sharp silhouette, while Amelia Gray made a bold statement with her over-the-knee boots and shearling jacket: “Winter is going to be sexy.”
“London, street style, H&M – the perfect combination. And my outfit? Absolutely a masterpiece.” – Amelia later remarked with a smile that would make even Karl Lagerfeld raise an eyebrow.
The second act takes us to the late 90s – Britpop, cultural revolution and leather jacket rebellion. Lola Young, the singer who made her runway debut this time (yes, another multitasking icon of the new age), wore a pleated skirt and high boots as if she had just stepped out of a music video for bands we listen to on vinyl today out of pure hipsterism.
With the third act, H&M proves that it can whisper, not just scream. Night, urban elegance, a touch of digital nostalgia. Among the highlights? Streamer Marlon Lundgren Garcia, who transformed from the front row into a model. He wore a coat from the H&M Atelier line and took care of vibe, like the Matrix meets Savile Row.
The finale? Lola Young steps out from behind the stage, like some kind of urban Aphrodite, and performs the songs 'Messy' and 'd£aler' in a jacket, tie, miniskirt and... everything that will tempt you into fashion this year.
A backstage that wasn't just for "insiders"
Of course, a fashion event without it personality is not the issue. Emily Ratajkowski, Little Simz, Adwoa Aboah and a whole host of other names sat front row – probably already scanning the collection for their next Instagram outfits. The creative backdrop was provided by the legendary Katie Grand and stylist Jacob K, meaning that every look on the runway had just the right amount of boldness and sophistication.
The day began with a strong program of panels and workshops, with photographer Sølve Sundsbø in particular standing out. If you think fashion is superficial, you obviously skipped the discussion with Edward Buchanan, Susie Lau, David Kapp and Aidan Zamiri, where it became clear: fashion today is no longer just aesthetics – it is also politics, art and an expression of identity.
Conclusion: H&M has outdone itself (and redefined the fashion show)
H&M A/W25 is not just a new collection – it is a call to individuality. To boldness. To the awareness that fashion can do more than just dress – it can communicate, include, entertain. And although we are still on the ground of planet Earth, H&M has shown with this event that it can think galactically.
“This is one of our strongest collections yet – a celebration of self-expression and personal style. We’re thrilled to be able to light up London with a celebration of creativity.” – Ann-Sofie Johansson, Chief Designer and Creative Advisor at H&M
And us? We'll just wish that every fashion week was as ambitiously uncompromising. And that we, mere mortals, would finally get invitations too (H&M, call us!).
