H&M will present a bold reconceptualisation in collaboration with the legendary British photographer Nick Knight and his fashion film platform SHOWstudio for a special London Fashion Week event.
According to Ann-Sofie Johansson, Creative Advisor and Head of Design, Women's Wear, H&M, the 2025 London Fashion Week event was a defining moment for the brand, and she was excited to be returning to the schedule to shake things up again.
“Nick Knight is a true pioneer: a legend when it comes to the democratisation of fashion,” she said.
“Together, we are united in our prioritisation of self-expression, human connection and creative innovation. It’s a joy to be working together.”
Nick Knight has been widely celebrated as a pivotal and disruptive figure in fashion history. He launched his online platform SHOWstudio in 2000, pioneering the idea of using digital channels to showcase fashion and moving images.
Known in part for radically rethinking the runway format, Nick Knight and SHOWstudio often use technological innovation and audience participation to break down barriers surrounding inclusion and access.
Knight believed that for fashion to be relevant, it needs to constantly change and push creative boundaries, and he was excited that H&M shared that vision.
“Together, we will be exploring fresh ways of showing and democratising fashion and asking questions of what a runway show can be,” he said.
This announcement followed H&M’s dynamic return to the London schedule for A/W 2025, a fashion experience that blended a catwalk showcase with music, performance, style, and audience participation. H&M will build on this energy and legacy, channelling its broader mission of liberating fashion for the many.
H&M’s London Fashion Week event will be held on the 17th of September 2026.
