H&M is set to unveil its Autumn/Winter 2025 collections at London Fashion Week, making a bold statement about style and self-expression. This event promises to challenge traditional gender norms, featuring prominent figures such as Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall, and Sora Choi.
The event, titled ‘The London Issue,’ will invite fashion enthusiasts to engage in style-centric panels, culminating in a runway show that emphasizes personal expression and inventive vision. A team of distinguished creatives, including editor Katie Grand and renowned stylist Jacob K, will curate the experience. Scheduled for September 18 at 180 The Strand, this event aims to be a focal point of fashion dialogue.
In addition to the fashion showcase, the event features innovative collaborations with talents like movement director Harry Alexander, lighting designer Matiere Noire, show visuals from creative studio Special Offer, and a unique music direction by the electronic producers David and Stephen Dewaele, better known as Soulwax & 2manydjs. The entire concept has been brought to life by creative agency Kennedy, and the runway will prominently feature Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall, and Sora Choi.
“H&M is dedicated to fostering creativity in all its forms,” says Ann-Sofie Johansson, Head of Design & Creative Advisor at H&M. “Collaborating with industry leaders and remarkable creative forces who are reshaping personal expression and avant-garde style is incredibly exciting.”
H&M’s collection will unfold in two parts: the first inspired by the cultural revolution of late 1990s Britain—a time when artists, musicians, and style icons redefined personal identity. The campaign showcases contemporary models such as Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi, and Angelina Kendall, captured in London by photographers Anthony Seklaoui and Mitch Ryan, with styling from Jacob K.
“The collection is rich with references,” comments Eliana Masgalos, H&M Womenswear designer. “Drawing from Britpop and 90s haute couture icons, it salutes London’s vibrant culture, style, sound, art, and its spirit of nonconformity. Given that British aesthetics were integral to our inspiration, it’s perfectly timed for London Fashion Week.”
The London Fashion Week event will showcase both chapters of the collection, alongside the H&M Studio line and the upscale H&M Atelier menswear collection. Marking a significant return to LFW, this initiative highlights the robustness of H&M’s offerings.
This showcase continues H&M’s global series of spectacular events over the past year, which included a festival in Los Angeles to celebrate the spring and summer collections and exclusive performances by iconic musicians in both New York and London. The first release of the AW25 collection will be available starting September 12, both in H&M stores and online at hm.com.
Image Source: Unsplash
