H&M will present its AW25 collections at London Fashion Week this month through a celebration of style and self-expression that it said redefines gender boundaries, featuring stars such as Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall, and Sora Choi. 

‘The London Issue’ will invite the fashion community to participate in style-focused panels, followed by a runway show highlighting H&M’s personal expression and creative vision. A team of visionary creatives who are redefining the contemporary fashion landscape will curate the event: from editor Katie Grand to internationally renowned stylist Jacob K. ‘The London Issue’ will be held September 18 at 180 The Strand.

Other artistic collaborations include movement direction by Harry Alexander; lighting and space design by Matiere Noire; show visuals by creative studio Special Offer; and music direction by electronic producers David and Stephen Dewaele, known as Soulwax & 2manydjs. ‘The London Issue’ was conceived by creative agency Kennedy. Talents featured in the show will include Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall, and Sora Choi.

“H&M believes in providing space for creativity in all its forms. We are thrilled to collaborate with so many industry leaders and incredible creative forces who are redefining personal expression and cutting-edge style,” says Ann-Sofie Johansson, Head of Design & Creative Advisor at H&M.

H&M’s collection will be divided into two releases: the first instalment is inspired by Britain’s cultural revolution of the late 1990s, when creatives, artists, musicians and style icons redefined personal expression and identity. Models of the moment Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi, and Angelina Kendall star in the campaign, photographed in London by Anthony Seklaoui and Mitch Ryan, with styling by Jacob K.

“The collection is full of references,” says Eliana Masgalos, H&M Womenswear designer, “from Britpop to 90s high fashion icons. It is a celebration of London’s culture, style, sound, art, and nonconformist spirit. Since British style was everywhere in our moodboard, it’s ideal that this special celebration takes place right during London Fashion Week.”

Both chapters of the collection will be presented at the LFW event, along with the H&M Studio line and the sophisticated H&M Atelier menswear collection. The event marks a bold return to London Fashion Week, highlighting the strength of H&M’s collections.

It also continues H&M’s series of mega-events around the world over the past year, including a festival in Los Angeles to celebrate the spring and summer season and exclusive performances by iconic musicians in New York and London. The first instalment of AW25 will be available, starting September 12, in H&M stores and online at hm.com.