{"id":72997,"date":"2026-09-21T09:58:53","date_gmt":"2026-09-21T05:58:53","guid":{"rendered":"https:\/\/graziamagazine.com\/me\/?post_type=articles&p=72997"},"modified":"2026-09-21T09:58:53","modified_gmt":"2026-09-21T05:58:53","slug":"hm-london-fashion-week-2026","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/me\/articles\/hm-london-fashion-week-2026\/","title":{"rendered":"H&M Brings Cinematic Brilliance To London Fashion Week"},"content":{"rendered":"
\"H&M
Photo: Supplied<\/figcaption><\/figure>\n

“We talked about it as a cinematic season,” declared Ann-Sofie Johansson \u2013 and H&M staged it like one.<\/p>\n

To open London Fashion Week on Thursday night, the brand turned its H&M&YOU&I show into something closer to a film than a runway.<\/p>\n

\u201cEvery design team was inspired by different movies, and I think that tied everything together,\u201d Johansson, H&M creative advisor and head of womenswear design, told GRAZIA post-show.<\/p>\n

The references ran from Wuthering Heights<\/em>-style historical romance to Japanese noir to the golden age of 1940s Italian cinema \u2013 “in the end, a collection that was very much about Sicily,” she said. It’s what let three distinct drops of the A\/W26 collection feel like chapters of the same film.<\/p>\n

The cinematic ambition was matched by its director. The show was creatively directed by British image-maker Nick Knight CBE through his platform SHOWstudio, staged on a 40-metre runway lined with curved mirrors on one side and a live video installation by artist Karyn Nakamura on the other. It opened with Brazilian ballerina Ingrid Silva, before Alex Consani emerged in cropped ivory jacquard, opening the show.<\/p>\n

<\/blockquote>\n

“As always, we want to do something more than a traditional runway show \u2013 something extra,” said Johansson. “It’s about bringing entertainment and fashion together.” True to that, a bespoke SHOWstudio “fashion interactive” generated fashion films in real time as models including Paloma Elsesser, Lila Moss and Karen Elson walked, their digital doubles moving with them.<\/p>\n

Then the finale everyone which brought everything together: Labrinth, who produced the show’s entire score, appeared for a surprise live performance of “I Want to Know What Love Is,” teed up by a spoken-word moment from Consani and Archie Renaux.<\/p>\n

For Johansson, that closing song was the whole point. “Given the state of the world right now, that’s exactly what we need,” she said. “H&M has always been about diversity \u2013 liberating fashion for many people. Fashion is about memories, feelings and emotions.”<\/p>\n

\"H&M
Photo: Supplied<\/figcaption><\/figure>\n

The ethos showed in the room, too: among the 700 guests \u2013 Tems, Myha’la, Cruz Beckham, Rania Fawaz, Talia Fawaz, Shouq, Julia Hussien,<\/p>\n

Twins Habdan and more included \u2013 were members of the public, who’d applied for tickets via H&M’s socials.<\/p>\n

And in keeping with a show obsessed with the here and now, you don’t have to wait. The first A\/W26 womenswear drop and the H&M Atelier menswear line will be available in the Middle East in just a few weeks.<\/p>\n","protected":false},"author":42685,"featured_media":73000,"template":"","format":"standard","categories":[65,35],"yoast_head":"\nH&M Brings Cinematic Brilliance To London Fashion Week<\/title>\n<meta name=\"description\" content=\"To open London Fashion Week on Thursday night, the brand turned its H&M&YOU&I show into something closer to a film than a runway.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/me\/articles\/hm-london-fashion-week-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"H&M Brings Cinematic Brilliance To London Fashion Week\" \/>\n<meta property=\"og:description\" content=\"To open London Fashion 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