H&M London Fashion Week event with Nick Knight to offer new angle on the runway show

H&M will be showing at London Fashion Week again this season with the retailer’s 17 September event being a partnership with photographer Nick Knight and the digital fashion platform he founded, SHOWstudio.

The company said the “bold reconceptualisation of the fashion show experience” means it’s thinking differently about the runway and rethinking how such shows can work with this event being very different to its show that took place at LFW last year.

H&M’s creative advisor and womenswear design chief Ann-Sofie Johansson said the 2025 show had been a big deal and the company wanted to make an impact again this time.

“Our 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,” she explained. “Nick Knight is a true pioneer: a legend when it comes to the democratisation of fashion. Together, we are united in our prioritisation of self-expression, human connection and creative innovation. It’s a joy to be working together.”

That tantalising prospect comes at an interesting time for LFW as M&S prepares for a major shoppable runway event and as McQueen returns to the city while Mulberry will unveil its first Christopher Kane-helmed collection.

We don’t yet know any details of how H&M will be approaching this season’s show differently. Not that its 2025 show was remotely traditional as it featured three acts, audience participation and a performance by musician Lola Young, as well as instantly shoppable fashion.

Knight added: “I believe that for fashion to be relevant, it needs to constantly change and push creative boundaries, and I’m excited that H&M share that vision. Together, we will be exploring fresh ways of showing and democratising fashion, and asking questions of what a runway show can be.”