H&M returned to the catwalk of the London Fashion Week on the catwalk of the London Fashion Week with a show. The Swedish moderate presented his event ‘H & M & 180: The London Issue’ in the 180 The Strand. There he offered his seven hundred guests an evening program with further entertainment in addition to the traditional fashion show.
While panel discussions took place at the beginning of the day, there were seventy models for the show, including well -known names such as Alex Consani, Paloma Elsesser, Romeo Beckham and Iris Law, in front of an architectural backdrop of monumental screens. The catwalk was divided into three ‘acts’, the collections represented with different aestheticics, each meaningful.
The first act presented the H&M studio line. According to H&M, this line is inspired by the ‘brutalist, tropical landscape’ in which the models were located. Sharp cuts contrasted with intimate lacing in this act that dominated by black. Thigh-high boots and striking outer clothing shaped the city-centered aesthetics that wanted to represent H&M.
References to London were also preserved in the second act, which was the first chapter of the HW25 line of H&M. According to its own statements, the brand was inspired by both Britpop and the cultural revolution of the late 90s. This was reflected in Grungy leather jackets, argyle knitting and multi-layered steam patterns.
In the last act it was more elegant. Urban evening wear, which represented the second chapter of the HW25 line, was shown. In the middle of the selection of clothes with fringes, oversized shirts and waisted coats, H&M decided to insert pieces from his upscale men’s line, H&M Atelier. Needle strip blazers and wool coats initiated the colder months.
Singer Lola Young, who had previously given her catwalk debut on the show, appeared for the final. She performed her hits ‘Messy’ and ‘Dealer’ in a loosely sitting blazer, a striped shirt and a mini skirt from the HW25 collection from H&M. Their appearance underlined the retailer’s intention to close to current cultural trends. These efforts were already observed at last year’s London Fashion Week when Charli XCX was hired as headliner of a fashionable party after the release of her popular album ‘Brat’.
H&M not only relied on prominent support within his catwalk presentation.
Ann-Sofie Johansson, chief designer and creative advisor at H&M, said to this year’s event: “The HW25 collections are among our strongest-they are a tribute to the self-expression and personal style. Therefore, we were all enthusiastic about H&M with a celebration of creativity in all its forms: from style to sound. Honor to be accompanied by so many great talents. “
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