On September 18, H&M transformed 180 The Strand into a magazine. Titled H&M&180: The London Issue, the A/W 2025 showcase was a mix of a runway show, concert, and immersive installation, seating 700 guests in the courtyard of London’s creative hub.

Icons and new faces walked side by side: Romeo Beckham, Paloma Elsesser, Amelia Gray, Sora Choi, Alex Consani, Iris Law, and Lila Moss all took their turn on the runway, joined by a rising wave of fresh talent. British singer Lola Young performed live and also made her runway debut. As Ann-Sofie Johansson, H&M’s Head Designer & Creative Advisor, summed it up: “The A/W 25 collections are some of our strongest ever – they are a tribute to self-expression and personal style.”

Photography by Pierrick Rocher, Max Christiansen, & Astra Marina, courtesy of BFA

The show took place in three acts. First, H&M Studio opened with a brutalist-meets-tropical take on tailoring, as Jacqui Hooper appeared in razor-sharp cuts followed by Amelia Gray in thigh-high boots and a bold shearling jacket. The second act leaned into Britpop attitude and late-’90s edge, with Lola Young herself walking in a leather jacket and pleated skirt that anchored the collection firmly in London’s spirit. The third act shifted toward sleek, sultry urban nights, weaving in elevated menswear from H&M Atelier. One of the evening’s most unexpected moments came when streamer Marlon Lundgren Garcia stepped off the front row to join the runway in wool tailoring and Studio boots.

For the finale, Young reemerged to perform her hits Messy and d£aler, dressed in a grey blazer, striped shirt, and mini skirt from the A/W 2025 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,” she reflected after the show.

Photography by Madison Voelkel, courtesy of BFA

The spectacle, however, was only one part of the day. Earlier, Katie Grand and Perfect Magazine had curated a series of talks and workshops. Susie Lau, Amelia Gray, and Central Saint Martins’ David Kappo led discussions on creativity, while photographer Sølve Sundsbø gave attendees a behind-the-scenes look at the making of modern fashion imagery. By night’s end, an afterparty was held where Honey Dijon, Pxssy Palace, and Miss Jason turned the fashion show into a full-scale cultural party.

Lola Young, photography by Thomas Razzano &Jack Hall, courtesy of BFA

Picture editing by Max Christiansen, Alexander Fischer, Olivia LiCalzi, Brendon Cook, & Madison Voelkel

All images courtesy of BFA