In Pictures: H&M returns to London Fashion Week with starstudded show

H&M made its return to the London Fashion Week runway through a show reliant on star power and cultural evolution. The Swedish fashion giant took to 180 The Strand for its _H&M&180: The London Issue_ event_ where it ventured beyond the traditional catwalk to also offer an evening of wider entertainment for its 700 guests.

While panel talks were initially hosted to kick the day off_ for the show itself_ a cast of 70 models_ including notable names like Alex Consani_ Paloma Elsesser_ Romeo Beckham and Iris Law_ traversed the stage ahead of an architectural backdrop of monumental screens. The runway was split into three “acts” representing collections of varying aesthetics_ each definitive in their own way.

The first was that of H&M_s Studio line_ a range that draws influence from what the brand said was the “brutalist_ tropical landscape” the models found themselves within. Sharp tailoring contrasted intimate lacing in this black-dominated act_ where thigh high boots and striking outerwear defined the city-centric aesthetic H&M wished to portray.

References to London remained throughout the second act_ curated as the first chapter of H&M_s AW25 line. Here_ the brand said it drew inspiration from both Britpop and the cultural revolution of the late 90s_ reflected in grungy leather jackets_ argyle knits and layered checks.

Things took a sleeker turn into the final act_ which gave way to urban eveningwear_ representing the second chapter of the AW25 line. Among the array of tasselled dresses_ oversized shirting and fitted coats_ H&M made the decision to infuse pieces from its elevated menswear line_ H&M Atelier_ throughout the selection_ with pinstripe blazers and wool coats ushering in the colder months.

Singer Lola Young_ who had made her runway debut earlier in the show_ emerged for the finale_ performing her hit songs _Messy_ and _dealer_ while sporting a loose-fit blazer_ striped shirt and mini skirt from H&M_s AW25 collection. Her involvement underlined the retailer_s intention to align closely with current cultural trends_ efforts of which were already present at last year_s LFW when it appointed Charli XCX to headline a fashion-forward party on the back of releasing her popular album_ _Brat_.

Not only did H&M rely on celebrity endorsements within the fabric of its runway_ its guest list was also a starstudded affair_ with names like Emily Ratajkowski_ Gabbriette_ Central Cee and Little Simz among those on the front row.

Speaking on this year_s event_ Ann-Sofie Johansson_ head designer and creative advisor at H&M_ said: “The AW 25 collections are some of our strongest ever – they are a tribute to self-expression and personal style. So all of us at H&M were thrilled to light up London with a celebration of creativity in all its guises: from style through to sound and movement. We were honoured to be joined by so many amazing talents.”