H&M to return to London Fashion Week with coed show

H&M is set to rejoin the London Fashion Week schedule. Following on from its _Brat_ themed collaborative event last year_ with Charli XCX as the headline act_ the Swedish fashion giant is now prepared to return to the English capital with a “fresh and exciting runway format”.

During the September event_ H&M will unveil its autumn/winter 2025 women_s and men_s collection_ through which it is aiming to reinforce the “elevated design direction” that it has continued to work on since last year. According to a press release_ the show will reflect a “renewed commitment to high-fashion credibility and creative innovation_ while staying true to [H&M_s] core values of democratic style”.

The event itself is said to be more of a full-scale fashion experience than simply a runway show. While little has been revealed about the occasion_ “striking visuals_ curated music and a distinct atmosphere that celebrates self-expression” are among the brand_s promises. Ultimately_ H&M is hoping to continue reaffirming its cultural relevance_ building on its party-centric approach for AW24.

Speaking on this latest announcement_ Ann-Sofie Johansson_ head of design and creative advisor to H&M_ said the retailer was “thrilled to be returning to LFW this September”. She continued: “This moment reflects our commitment to creativity_ craftsmanship_ and a more elevated design direction. London remains one of the world_s most dynamic fashion capitals_ and it_s the perfect setting to showcase the evolution of H&M_s design DNA on an international stage.”