London Fashion Week came in loud this season—but no one made more noise than H&M. Two days after their jaw-dropping show at 180 The Strand, “H&M&180: The London Issue” is still dominating feeds, fashion Slack chats, and everyone’s “save for inspo” folder.
If the Swedish high street giant wanted to remind the world it can do more than basics, mission very much accomplished. This was theatrical retail, with just enough star power, Britpop nostalgia, and directional fashion to make even the fashion snobs look twice.
The Moment: A Runway That Felt Like a Music Video
On September 18, H&M transformed 180 The Strand into a brutalist dreamscape of immersive visuals, three acts of high-energy fashion, and a live performance by Lola Young that felt more Glastonbury headline than fashion interlude.
Models walked through strobe-lit halls in everything from oversized shearling to asymmetrical tailoring, while giant LED screens blinked with London iconography and flashes of youth culture.
The Faces: Who Walked (and Who Watched)
Romeo Beckham made his catwalk debut, stealing the show in a black leather jacket with a shearling collar, proving once again that H&M knows how to generate headline heat.
Lila Moss, Iris Law, Paloma Elsesser, and Amelia Gray Hamlin embodied the new-gen model elite—beautiful, buzzy, and born into style.
In the front row? Emily Ratajkowski, Little Simz, Lennon Gallagher, and Anaïs Gallagher — each serving a cool-girl mood board in real time.
Also spotted: Gabbriette, bringing goth glam energy to the brutalist backdrop.
The Style: Britpop Meets Street Couture
This wasn’t a “just add to basket” collection. It was a manifesto.
Act I was structured tailoring, leather corsets, and faux-fur drama.
Act II channelled late-‘90s Britpop with exposed midriffs, asymmetric cuts, and remixed silhouettes.
Act III gave us eveningwear with an attitude: sheer panels, sequinned coats, and thigh-high everything.
Expect knock-offs to trickle down immediately — this show forecasted the next wave of high street edge.
“Fast fashion”? Not tonight.
H&M’s London presentation felt more like a Fashion Week finale than an opener. With an all-star cast, tactile drama, and styling that leaned more East London art kid than mass market, the brand blurred the lines between street, runway, and music stage.
Two days later, it’s clear: this show didn’t just set the tone—it’s still the mood.
