LONDON — H&M returned to London Vogue Week on Thursday night with a celebrity-filled, multisensory vogue present at a purpose-built venue inside an workplace complicated by the Strand.
The runway showcase offered the see now, purchase now fall 2025 Studio assortment, in addition to a collection of items throughout the model’s numerous traces: the womenswear-focused marketing campaign assortment, which has partially hit the market with the second drop coming in two weeks, and the Atelier assortment, which is the menswear providing correlating with the Studio assortment.
Ann‑Sofie Johansson, head of design and artistic adviser at H&M, stated the retailer this time needed to point out an even bigger a part of the H&M assortment, and that change of rhythms between the traces required some ingredient of leisure to divide the expertise into completely different acts.
The style-forward Studio vary, in response to its idea designer Linda Wikell, was impressed by the tropical brutalism of São Paulo and the minimalism of Stockholm, with a concentrate on strict and tender femininity. Cue the assertion tailoring, fake fur scarves, lace slipdresses, and over-the-knee boots, in addition to a slew of beaded flapper attire.
The lads’s Atelier providing was equally sharp and daring, which complemented the Studio assortment imaginative and prescient.
The marketing campaign vary, which got here out shortly after, was dropped at life by the likes of Amelia Gray, Paloma Elsesser, Alex Consani, Romeo Beckham, Iris Regulation, Lila Moss, Lux Gillespie, and singer Lola Younger, who carried out two songs, “Supplier” and “Messy,” main as much as the finale.
This a part of the present received the room working, and that helped elevate the model’s new denim propositions, romantic, flowy attire, check-on-check knits, and pleated skirts lengthy and brief.
Johansson stated the present was in a position to get the best curation because of the involvement of vogue stylist Jacob Okay.
“For H&M, it’s very a lot about high-low styling. One ought to really feel easy in that sense. I feel that’s what he’s actually good at,” she stated.
Two appears to be like from the H&M Studio runway presentation throughout London Vogue Week.
Lucas Possiede/Courtesy
Johansson resides in London, and stated she loves that there’s a lot creativity on this metropolis with so many brilliant new abilities popping out every season.
“However possibly typically they want somewhat little bit of an even bigger act as properly. I assume it’s the place we are available,” she stated of the position H&M performs in supporting the BFC’s chief govt officer Laura Weir’s imaginative and prescient to empower younger expertise, deliver established names residence, and forging worldwide ties to assist British creatives thrive.
Final 12 months the model enlisted “Brat” star Charli XCX for a 30-minute efficiency with 1000’s within the viewers at Stratford throughout London Vogue Week, with extra DJ units by Jamie xx and Sherelle.
Whereas this 12 months’s present was smaller in scale, H&M amped it up with talks that includes business consultants and workshops through the day main as much as the present, making it a extra holistic expertise.
“We needed to do one thing greater than only a runway present. One thing we have now by no means performed earlier than. One thing extra individuals can take pleasure in, the place you may mingle, meet individuals, and hear to actually attention-grabbing individuals within the panels, and take a look at issues your self, like vogue drawings,” stated Johansson.
