H&M will return to London Fashion Week in September, working with photographer Nick Knight and ShowStudio to present a “bold reconceptualization” of the fashion show.
The brand hit the London catwalk last September, combining catwalk shows with music, performances, style and crowd participation, but this year’s show, on September 17, promises to be completely different.
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“Our London Fashion Week 2025 was a defining moment for the brand, so we’re excited to get back on schedule to shake things up again,” said Ann-Sophie Johansson, creative consultant and head of womenswear design at H&M.
“Nick Knight is a true pioneer, a legend when it comes to democratizing fashion. Together, we are united in our priorities of self-expression, human connection and creative innovation. It’s a joy to work together,” she added.
Nick Knight Courtesy
She told WWD that Knight is “always pushing fashion photography forward. At the same time, he doesn’t compromise on his aesthetics. He has a curiosity that fits well with us as he is not afraid to try new things.”
Johansson said the brand was returning to London for a number of reasons.
“We had a really good time last year. London is such a creative hub and a real cultural melting pot, which in many ways resonates with us and what we stand for. It was natural for us to return. The BFC have been so supportive of us performing here so we are really looking forward to coming back with an exceptional show,” she said.
Knight said that for fashion to be relevant, “it must constantly change and push creative boundaries, and I’m glad H&M shares that vision. Together we will explore new ways to showcase and democratize fashion, and ask questions about what a runway show can be.”
Laura Weir, chief executive of the British Fashion Council, said H&M’s return “reaffirms London Fashion Week’s position as a platform where ideas and innovation are born, collaborations are created and global influence is redefined. Through our partnership with Nick Knight and ShowStudio, H&M continues to champion the creative communities that make London such an influential force in fashion.”
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