For the first time in seven years, H&M returned to the runway on day one of London Fashion Week. This debut was met with mixed opinions, some questioning what the support of the mega fast fashion house means for the future of British fashion, while others applauded the chic and trendy style that was brought to the runway late Thursday night.
With a top model cast consisting of Alex Consani, Amelia Gray, Lila Moss, Paloma Elsesser and even Romeo Beckham, the show drew an impressive crowd, with FROW guests including Central Cee, Emily Ratkowski, Gabriette and more. In collaboration with 180, the show was brimming with creativity, from a choreographed dance routine by Harry Alexander to a closing performance by Lola Young, H&M brought an unexpectedly impressive energy to the runway.
Notes were clearly taken at the H&M design studio with styling closely mirroring what editors have been predicting will be trending this season. From short furs paired with skinny jeans tucked into dramatically tall boots to sable scarves, seductive leather ensembles and oversized button-downs as shirts, the return of the Tumblr era feels near, and just in time for fall.
Iris Law revived 90s mod in an argyle sweater, red leather mini skirt, leopard print heels and a punk pixie updo while Mathilda Gvarlianni hinted at the resurgence of mob wife aesthetic in a satin slip and fur coat, alongside three other coordinating looks. The consensus? Clean girl is out, party girl is in. If the looks weren’t enough to solidify this, Lola Young performing “Messy” during the finale sure was.
To top it all off, Perfect hosted another one of their iconic fashion week after parties in collaboration with H&M and 180 to celebrate The London Issue. Even with other events happening simultaneously, attendance was in high demand as people began queueing for the party an hour before doors opened, with the line wrapping around the block by the time the night got started. Inside, guests were met with an open bar, mini pizza slices served on silver platters, a photobooth and a dancefloor featuring a set by Honey Dijon – giving the crowd everything they love about fashion week all in one night. While the party captured the fun and glamour of fashion week, the week itself carried a deeper significance for London’s place on the global stage.
September is always an important season for fashion. But this year it felt a little more personal after rumors that London’s fashion week hasn’t been able to keep up with those of the other three fashion capitals in New York, Paris and Milan. The appointment of Laura Weir as chief executive officer for the British Fashion Council promised a fresh and innovative season which we saw from day one. In the Perfect x H&M x 180 panel talk on Thursday morning, Weir told the audience she was optimistic and hopeful for the future of fashion. As this week comes to an end, it is safe to say London isn’t going anywhere when it comes to their spot in the big four.