Get ready for H&M&180: The London Issue – H&M to unveil its A/W 2025 collections at London Fashion Week in a genre-defying celebration of style and self-expression, starring Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall and Sora Choi

An extraordinary team of visionary creatives will come together to curate the happening, including figures who are shaping the landscape of contemporary fashion: from legendary editor Katie Grand through to acclaimed stylist Jacob K. Other collaborations from across the culture sphere include movement direction by Harry Alexander; lighting and spatial design by Matiere Noire, with show visuals by the creative studio Special Offer and musical direction from electronic music producers David and Stephen Dewaele, of Soulwax & 2manydjs. The London Issue has been spearheaded by the creative agency, Kennedy. Talent for the show will include Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall and Sora Choi.

H&M believes in providing a stage for creativity in all its guises. We are thrilled to be collaborating with so many industry leaders and incredible creative forces who are defining self-expression and ground-breaking style,

says Ann-Sofie Johansson, Head of Design & Creative Advisor H&M.  

In keeping with the spirit of inclusivity and collaboration that has always defined H&M, The London Issue – like the majority of H&M’s recent events - will be open to members of the public. Tickets to a daytime programme of fashion talks and workshops curated by Perfect Magazine, as well as the hybrid show, will be available through sign-up links in social media.

H&M A/W25 consists of two drops with the first chapter looking to the cultural revolution of late 90s Britain when a range of boundary-defying creatives, artists, musicians and styleicons redefined self-expression and attitude. Models of the moment Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi and Angelina Kendall front the campaign, styled by Jacob K and shot in London by Anthony Seklaoui and Mitch Ryan.

-The A/W25 collection is rich in references: from Britpop through to 90s high fashion icons and leaders. It’s a celebration of culture, style, sound, art, and London’s rule-breaking spirit. And since Brit style was all over our mood-board, it’s perfect that this special celebration is taking place at London Fashion Week,

says Eliana Masgalos, Designer H&M Womenswear.

Both A/W 25 collection chapters will be showcased at the LFW event alongside the directional H&M Studio line and elevated menswear label H&M Atelier. The event marks a bold return to London Fashion Week, firmly spotlighting the strength of H&M collections. It also continues the special run of mega events that H&M has hosted all around the world over the past year, including a LA festival, to celebrate the S/S season, and one-off performances by iconic musicians in New York and London.

The first chapter of H&M’s A/W25 collection will be available online and in store from 12 September 2025. The London Issue takes place on 18 September at 180 The Strand. Follow @hm for updates and to sign up for tickets.

H&M&180: The London Issue

Creative Direction: Katie Grand

Styling: Jacob Kjeldgaard

Casting: Piergiorgio Del Moro

Movement Direction: Harry Alexander

Makeup Artist: Lucy Bridge

Hair Stylist: Damien Boissinot

Nail Artist: Ama Quashie

Score / Music: 2ManyDJs

Lighting Design: Matiere Noire

Animation: Special Offer

Creative & Production Agency: Kennedy

PR: KCD Worldwide

Talks & workshops curated by Perfect Magazine.