On 18 September, H&M unveiled its Autumn/Winter 2025 collections with a groundbreaking hybrid event at London Fashion Week. Hosted at 180 The Strand, H&M&180: The London Issue brought together fashion, music and digital innovation in a dynamic showcase that blurred the boundaries between runway, concert, and live magazine.
Seventy models, from fresh faces to global names, walked the monumental courtyard set, surrounded by screens and an immersive soundscape. The cast included Romeo Beckham, Paloma Elsesser, Amelia Gray, Iris Law, Lila Moss and Sora Choi, while musical artist Lola Young delivered a powerful live performance. Guests such as Central Cee, Little Simz, Emily Ratajkowski, Adwoa Aboah and Lennon Gallagher filled the 700-seat audience.
The show unfolded in three acts: H&M Studio opened with sharp tailoring and bold statement pieces; the first chapter of A/W25 followed, channeling 90s Britpop energy with leather jackets and pleated skirts; and the finale shifted to sleek, urban eveningwear. Unexpected moments included streamer Marlon Lundgren Garcia leaving the front row to join the runway in H&M Atelier menswear.
Creative consultant Katie Grand, stylist Jacob K, and Perfect Magazine shaped the vision, while workshops and talks with industry leaders set the stage earlier in the day.