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On 18 September, H&M unveiled its A/W 2025 collections at a genre-defying London Fashion Week event at 180 The Strand. A spectacular cast of 70 models – a blend of emerging and iconic talent – wore H&M looks in a pioneering show that blended style and sound, physical and digital, backstage and show-stopping entertainment. British musical talent Lola Young performed for a crowd that included Central Cee, Little Simz, ASAP Nast, Emily Ratajkowski, Gabbriette, Adwoa Aboah and Lennon and Anaïs Gallagher on the front row.

Seating 700 guests, H&M&180: The London Issue was part runway, part concert, part living magazine. Set in the architecturally striking courtyard of the 180 complex, models were surrounded by monumental screens and a dynamic soundscape, bringing energy and movement to disrupt the expected catwalk experience. The cast included Romeo Beckham, Sora Choi, Alex Consani, Paloma Elsesser, Amelia Gray, Iris Law and Lila Moss.

The directional H&M Studio line opened the show, with models finding themselves in the brutalist, tropical landscape that inspired the collection: the opening look, modelled by Jacqui Hooper, featured sharp tailoring, while Amelia Gray wore a full H&M Studio look featuring thigh high boots and a bold shearling jacket.
“I love being with my H&M family, and to be in London, a city with such character and street style, it felt perfect for this collection. I loved my look”

– Amelia Gray.

A dynamic second act showcased the first chapter of H&M A/W25, drawing inspiration from both Britpop and the cultural revolution of the late 90s with Lola Young making her runway debut wearing a leather jacket, pleated skirt and high-shaft boots from the collection.

For the third act, 90s rebellion gave way to sleeker, sultrier urban evenings as the second chapter of H&M A/W25 was unveiled for the first time. Underlining the show’s blurring of the physical and digital, streamer Marlon Lundgren Garcia left his seat on the front row to walk the runway wearing a wool coat and pinstriped blazer from the elevated menswear line H&M Atelier, which was mixed in across the show, alongside boots from the H&M Studio line. It was one of many unexpected moments of the show. For the finale, Lola Young emerged from beneath the show space to perform her hit songs ‘Messy’ and ‘d£aler’, wearing a grey blazer, tie, striped shirt and mini skirt from the H&M A/W25 collection.

“London is my home, the city where I found my voice, so it was very special to be performing here for H&M at an event that was all about style and self-expression.”

– Lola Young

H&M&180: The London Issue united figures from across the fashion community, including legendary editor Katie Grand, creative consultant on the show, and acclaimed stylist Jacob K, who created the runway looks. The day began with a series of panel talks and workshops, curated by Grand and the Perfect Magazine team. Attended by industry figures, students and fashion enthusiasts, the talks were chaired by Perfect’s Edward Buchanan and covered topics relating to fashion and creativity. Panellists included digital fashion writer Susie Lau, model Amelia Gray, Central Saint Martins course leader David Kappo and filmmaker Aidan Zamiri, amongst others. A workshop with legendary photographer Sølve Sundsbø gave attendees a behind-the-scenes look at the fashion image-making process in the modern era, pre-empting the mood of openness and creativity that defined the evening’s show. Finally, an after-party featuring DJs Honey Dijon, Pxssy Palace and Miss Jason allowed guests to continue the celebration of style and sound. In H&M’s spirit of inclusivity and openness, The London Issue was open to members of the public via social media sign-ups.

“The A/W 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.”

– Ann-Sofie Johansson, Head Designer & Creative Advisor H&M.

H&M&180: The London Issue

Creative Direction & Production: Kennedy

Creative Consultant: Katie Grand

Styling: Jacob Kjeldgaard

Music: 2ManyDJs

Scenography & Lighting: Matiere Noire

Animation: Special Offer

Casting: Piergiorgio Del Moro

Movement: Harry Alexander

Makeup: Lucy Bridge

Hair: Damien Boissinot

Nails: Ama Quashie

PR: KCD Worldwide