H&M will return to London Fashion Week in September, working with the photographer Nick Knight and ShowStudio to present a “bold reconceptualization” of the fashion show experience.
The brand showed on the London runway last September, blending a catwalk showcase with music, performance, style and audience participation, but this year’s show, on Sept. 17, promises to be altogether different.
“Our 2025 London Fashion Week event was a defining moment for the brand, so we are excited to be returning to the schedule to shake things up again,” said Ann-Sofie Johansson, creative adviser and head of design, womenswear, at H&M.
“Nick Knight is a true pioneer, a legend when it comes to the democratization of fashion. Together, we are united in our prioritization of self-expression, human connection and creative innovation. It’s a joy to be working together,” she added.
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She told WWD that Knight “is always pushing fashion photography forward. At the same time he does not compromise on his aesthetic. He has a curiosity that aligns well with us as he is not afraid of trying 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 that resonates with us, and what we stand for, in so many ways. It felt natural for us to return. The BFC has been so supportive of us showing here, so we’re really looking forward to returning with an exceptional show,” she said.
Knight said that for fashion to be relevant, “it needs to constantly change and push creative boundaries, and I’m excited that H&M share that vision. Together, we will be exploring fresh ways of showing and democratizing fashion, and asking questions of what a runway show can be.”
Laura Weir, CEO 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 its partnership with Nick Knight and ShowStudio, H&M continues to champion the creative communities that make London such an influential force in fashion.”
