H&M took over London Fashion Week with a show that felt less like a runway and more like a cultural happening. Staged at 180 The Strand, the event combined fashion, music and a sense of unpredictability that kept the crowd on edge. Outlander was there too, with our community playing a role in capturing the night. Fraser Thorne shot the show through his lens while Sam Scott and Hector Pitt filmed the atmosphere as it unfolded, from the charged energy of backstage to the monumental staging in the courtyard.
The casting itself told the story of a brand reaching across generations and styles. Romeo Beckham, Paloma Elsesser, Amelia Gray and Lila Moss were among the seventy models who walked the space, surrounded by towering screens and a pulsating soundtrack. Each act was choreographed to feel like a different world, with the models weaving between digital backdrops and immersive lighting that transformed the courtyard into something closer to a cinematic stage than a catwalk. Lola Young gave the show an added layer of presence, not only performing live but also stepping onto the runway in one of the season’s looks before returning for the finale to perform for the crowd. Guests like Central Cee, Little Simz, Emily Ratajkowski and Gabbriette watched from the front row, adding to the sense that this was as much about cultural crossovers as it was about fashion.
The night was designed in acts that shifted mood and style. The opening set introduced sharp tailoring and bold shapes from the H&M Studio line, setting a tone of confident minimalism against the brutalist backdrop. From there, the collection moved into a chapter rooted in Britpop and late nineties cultural energy, with plaid skirts, leather jackets and boots that captured a rawer, more youthful edge. By the third act, the atmosphere transformed again into sleek evening wear that blurred classic tailoring with urban nightlife references. One of the most surprising moments came when streamer Marlon Lundgren Garcia stood up from his seat and joined the models on the runway in a wool coat and blazer, breaking the fourth wall and underscoring the playful spirit of the night. That sense of unpredictability gave the audience the feeling that anything could happen.
What made the show resonate even more was the creative network behind it. The set, sound and styling were built by a team known for pushing boundaries, turning what could have been a standard presentation into an experiment in spectacle. Music, lighting and choreography worked in unison with the clothes themselves, making the whole evening feel alive rather than staged. It was a reminder that fashion at its best is not just about what people wear but about the atmosphere it creates and the stories it tells.
We also had the chance to sit down with Ann-Sofie Johansson, H&M’s Head of Design Womenswear and Creative Advisor, and Larni Kollander, Head of Creative Strategy. The conversation, led by our community writer Aswan Magumbe, explored how this show was about more than seasonal clothes. Johansson reflected on the collection’s focus on individuality and the way London’s eclectic street style shaped the show. Kollander spoke about building moments that bring people together through fashion, music and digital storytelling, placing equal importance on the people in the audience as those on the runway.
For those lucky enough to be there, the night was unforgettable. For those tuning in online, the immediacy of the live broadcast carried the same thrill, capturing the sense of spectacle even from a distance. And for us at Outlander, being embedded in the story, from Aswan’s interview to Fraser’s photography and Sam and Hector’s film work, gave it a personal charge. This was not just a showcase of clothes but a celebration of creativity and self expression, staged on one of the world’s most exciting platforms and carried forward by the people who made it feel alive.
Check out our full recap posts on Instagram below:
Big thanks to Fraser Thorne, Sam Scott, Hector Pitt and Aswan Magumbe for being a part of our community and this special moment with H&M!
