H&M Brings the Noise Back to London Fashion Week

London Fashion Week took centre stage last night as H&M staged its long-awaited return to the runway with H&M&180: The London Issue at 180 The Strand. It was the brand’s first full fashion week show in seven years, and the atmosphere was charged from start to finish.

The format combined elements of a runway and a live gig. The show unfolded in three distinct acts, each with its own mood. The opening set focused on sharp silhouettes from H&M Studio: clean tailoring, oversized coats and layered neutrals built for London’s winter streets.

Photo: @elleuk-Instagram

The second act shifted into clear late ’90s Britpop style. Acid-wash denim, checks, faux fur trims and layered textures echoed the Gallagher era, while leather jackets and plaid skirts carried a punk undertone. It reflected how fashion is moving in step with the Britpop revival in music.

The final chapter leaned toward glamour, sending out lace dresses, structured leather pieces and confident evening wear that showcased H&M’s Atelier line in a more polished, evening-ready form.

A Stage Worthy of the Hype

Photo: @elleuk-Instagram

The staging carried as much weight as the fashion itself. Towering LED screens, dramatic lighting and immersive sound turned the venue into part nightclub, part art installation. Midway through the show, singer Lola Young performed live, giving the event the feel of a gig as much as a runway.

Star Power On and Off the Runway

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The model line-up brought serious star power. Alex Consani, Paloma Elsesser and Amelia Gray walked alongside familiar fashion heirs Lila Moss, Iris Law and Romeo Beckham, who made his London Fashion Week debut.

The front row was packed with names from fashion, film and music. Emily Ratajkowski, Little Simz, Central Cee, Adwoa Aboah, Gabbriette and siblings Lennon and Anaïs Gallagher were among the guests. Their presence anchored the show firmly in the cultural moment.

Why It Mattered

Photo: @elleuk-Instagram

For H&M, the night marked its first major runway statement in years, aimed at refreshing its image. After time away from the fashion week circuit, the brand leaned into performance, pop culture and nostalgia to remind people of its reach. It was not only about selling clothes, though the Studio and Atelier collections are set to fly off shelves. It was also about proving H&M still knows how to shape a cultural conversation.

By fusing music, Britpop references and celebrity presence, H&M ensured its comeback was the show everyone was talking about by the end of the night.

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