H&M Makes a Comeback at London Fashion Week with Coed Showcase

## H&M’s Return to London Fashion Week

H&M is making its much-anticipated comeback to the London Fashion Week schedule. After last year’s eye-catching ‘Brat’ themed event featuring Charli XCX, the Swedish brand is ready to bring a “fresh and exciting runway format” to the English capital.

### Unveiling the Autumn/Winter Collection

During the September event, H&M will showcase its autumn/winter 2025 collection for both women and men. The brand aims to strengthen the “elevated design direction” it has been pursuing since last year. According to their press release, the show will emphasize a “renewed commitment to high-fashion credibility and creative innovation,” all while staying true to H&M’s core values of accessible style.

### A Full-Scale Fashion Experience

This year, the event promises to be a comprehensive fashion experience rather than just a conventional runway show. Although details are still under wraps, attendees can expect “striking visuals, curated music, and an atmosphere that celebrates self-expression.” H&M hopes to further solidify its cultural relevance, enhancing its festive approach for AW24.

### Insights from H&M’s Creative Leader

Ann-Sofie Johansson, H&M’s head of design and creative advisor, expressed excitement about the company’s return to London Fashion Week this September. She noted, “This moment reflects our commitment to creativity, craftsmanship, and a more elevated design direction. London remains one of the world’s most dynamic fashion capitals, and it’s the perfect setting to showcase the evolution of H&M’s design DNA on an international stage.”

What are your thoughts on H&M’s approach to fashion this season?