Why everyone is captivated by the H&M fashion show
Have you ever found yourself wanting to buy all those couture things straight off the runway during Fashion Week? I sometimes catch myself dreaming about these items, but honestly: those things are ridiculously expensive and really not attainable for me. No matter how beautiful I think they are. Well folks, wipe that drool away, because daydreaming can stop. The H&M London Fashion Week show has happened and spoiler alert: you can actually shop that collection.
This is what we saw in the H&M London Fashion Week show
H&M may not be the first brand that comes to mind at London Fashion Week. The “simple store chain” where you quickly grab a white shirt is a thing of the past. They literally steal the show with their timeless pieces that you want in your capsule wardrobe. So start thinking of H&M as a fashion brand, because the H&M180 – The London Issue-show was truly amazing. Fantastic. So beautiful. Yes, we can say a lot, but really – this was not a bad show with just purple sweaters and faux leather slingbacks. This show felt like a 90s flashback video where you see the most beautiful shows ever and wipe away a tear because “all fashion was better back then.” Actually, that’s not a crazy thought, since this collection is based on the UK in the 90s. I am so excited about this, speaking of perfect.
Before the show started, we first saw the H&M & Friends-stars arrive in typical London style: a bus stopped right in front of the red carpet, after which they got to sit front row. Once it started, it was immediately clear what a beautiful, almost cinematic show we were going to see. It kicked off with the H&M Studio collection where we saw many structured tailored outfits. Like a long coat that was so long it almost touched the ground (with a layer of ivory lace underneath).
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Then came, completely in theme, the 2025 autumn/winter collection. I was amazed by all the 90s trends I saw: checks, pleated skirts, faux fur, washed denim, and faux fur heels. This was everything you expect from autumn: oversized knits, soft scarves, long skirts, and coats. It was all quite dark and exactly what you see on Pinterest. A real eye-catcher was the red leather jacket with faux fur. I need to have that now.
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And then the final act: the 2025 autumn/winter drop part two and H&M Atelier. This was a dark, science fiction-inspired collection where we saw a lot of lace, shiny leather, and power suits. Especially the latter I found fabulous. For me, the epitome of the 90s: women with voluminous hairstyles rocking a suit. This varied from classic with a blazer and trousers to combinations with a skirt and long coat. With all those leather gloves and autumn colors, I am so ready for autumn.
Why the show was so good
Yes, every brand can put on a nice show, but what the H&M show cleverly tapped into was marketing AND social media. Like the H&M & Friends, who drew attention to the brand by being present at the show AND appearing online. First of all, they looked fabulous, but that wasn’t even the most important thing: they brought an atmosphere to the show that made people feel like they could have sat there too.
Celebs were not only in the audience, because none other than Lila Moss, Paloma Elsesser, Iris Law, Alex Consani, and Romeo Beckham (what??) walked in the most beautiful creations. The 23-year-old son of David and Victoria Beckham walked his very first show during, how could it be otherwise, the London fashion circus. Besides the biggest names of the moment walking, the show was just very well put together. There was a strong theme throughout the entire presentation. And that set? Wow. The catwalk looked like a scene from Blade Runner: with bright neon lights, walls that seemed to come straight out of a futuristic movie, and blinking lights to the beat of the music. It gave an almost dystopian feeling.
And then there was that amazing performance by Lola Young, who made her Fashion Week debut earlier that evening in a leather biker jacket and boots. This British pop singer is a hit, in the charts AND in the fashion world. She is the recognizable image for plus-size women and oh my god: that voice. She performed her song Messy in neon red light, while the rest of the models went wild on the catwalk behind her.
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You can buy that H&M Fashion Week collection right away
You’ve now understood that the show was good. But fun, such a show – I hear you thinking: “You can’t do more than just watch it.” Well… that’s not true. Where you normally have to sell an arm, a leg, and half your belongings to buy a Miu Miu catwalk piece, you really don’t have to do that with this collection. The first autumn/winter drop is already available to shop – they are just on the site for the normal H&M prices.
Like this one, which is already dominating my wishlist:
Okay okay, not everything is on the website yet… but, it will be soon. You can shop Drop 2 starting October 2nd and the STUDIO collection even from September 25th. So just three more nights of sleep and then you can go wild. This way you can enjoy that dopamine hit while waiting for the last collection.
