{"id":1086225,"date":"2026-07-13T09:06:29","date_gmt":"2026-07-13T09:06:29","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/1086225\/"},"modified":"2026-07-13T09:06:29","modified_gmt":"2026-07-13T09:06:29","slug":"hm-teases-new-vision-for-runway-ahead-of-london-fashion-week-return","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/1086225\/","title":{"rendered":"H&M teases new vision for runway ahead of London Fashion Week return"},"content":{"rendered":"

<\/p>\n

H&M will return to London Fashion Week on 17 September 2026, partnering with photographer Nick Knight and digital fashion platform SHOWstudio to reconsider how a runway show can work.<\/strong><\/p>\n

<\/p>\n

\t\t
\n
\n
\n <\/p>\n

The fashion brand said the presentation would explore self-expression, human connection, creative innovation and wider access to fashion. WWD first reported the announcement, with H&M describing the event as a departure from its previous London show.<\/p>\n


\n
\n
\n <\/p>\n

At H&M, Ann-Sofie Johansson, Creative Adviser and Head of Design for Womenswear, said: \u201cOur 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.\u201d<\/p>\n

\"\"<\/a><\/p>\n

\"\"<\/a><\/p>\n

\t
\n
\n
\n <\/p>\n

Johansson said London\u2019s position as a creative hub, along with the support of the British Fashion Council, contributed to H&M\u2019s decision to return. The show will form part of the Spring 2027 schedule alongside brands including Mulberry and Alexander McQueen.<\/p>\n


\n
\n
\n <\/p>\n

It will also coincide with Marks & Spencer\u2019s London Fashion Week runway debut this autumn, where the retailer will unveil a shoppable womenswear and menswear collection that customers can buy immediately online, in flagship UK stores and across key international markets.<\/p>\n

\"\"\/<\/a><\/p>\n

\"\"\/<\/a><\/p>\n

\t\t
\n
\n
\n <\/p>\n

The debut coincides with the British retailer\u2019s 100th year in the fashion industry.<\/p>\n


\n
\n
\n
\nA shift from H&M\u2019s 2025 show<\/strong>
\n
\n
\n <\/p>\n

H&M\u2019s September 2025 presentation at 180 Strand combined a catwalk with music, performance, styling and audience participation. The event unfolded across three acts and concluded with a performance by South London musician Lola Young.<\/p>\n

\t\t
\n
\n
\n <\/p>\n

Seating 700 guests, the activation 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.<\/p>\n


\n
\n
\n <\/p>\n

The earlier show also used a see-now-buy-now model, with selected pieces made available online immediately and the remaining collection released later in the season. H&M said its 2026 presentation would adopt a different format, although it has not disclosed how the commercial element will operate.<\/p>\n


\n
\n
\n <\/p>\n

Knight said the runway \u201cneeds to constantly change and push creative boundaries\u201d, adding that the partnership would explore new ways of presenting fashion while \u201casking questions of what a runway show can be.\u201d<\/p>\n


\n
\n
\n <\/p>\n

SHOWstudio was founded by Knight in 2000 as an online fashion platform. According to the company, its work has explored digital forms of fashion communication, including fashion films, live-streamed runway shows and photo shoots, 3D imaging, avatar creation, artificial intelligence and interactive projects.<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":" H&M will return to London Fashion Week on 17 September 2026, partnering with photographer Nick Knight and…\n","protected":false},"author":2,"featured_media":1086226,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[7757],"tags":[748,297011,393,4884,65045,257,297012,296888,297013,297014,16,15],"class_list":["post-1086225","post","type-post","status-publish","format-standard","has-post-thumbnail","category-london","tag-britain","tag-digital-fashion","tag-england","tag-great-britain","tag-hm","tag-london","tag-london-fashion-week-2026","tag-nick-knight","tag-runway-fashion","tag-showstudio","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116911879646033456","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/1086225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=1086225"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/1086225\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/1086226"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=1086225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=1086225"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=1086225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}