Here Are The 7 Pieces We Want To Buy From H&M’s London Fashion Week Runway

Fashion week no longer belongs to luxury brands alone. Not anymore. The international schedules now come peppered with high street arrivals muscling their way into the calendar, presenting their accessible collections on the grand stage. Case in point: H&M. Last night, the Swedish giant took its turn in London Fashion Week’s overture with H&M&180, slotting in after an eBay runway spectacle and Harris Reed’s latest reveal.

Last year, you may remember, fashion crowds queued outside Stratford’s Copper Box Arena alongside what felt like half of London, all to watch Charli XCX belt out an H&M-sponsored set. This time around, the brand opted for something rather more traditional. Titled H&M&180: The London Issue, the thumping catwalk show was staged at 180 Strand, that Brutalist mothership of the capital’s creative industries. The style set duly descended, and, as you’d expect, so did the masses. Fashion editors in their sharpest tailoring mingled with A-listers: Emily Ratjakowski, Lennon and Anaïs Gallagher, and TikTok heartthrob Calum Harper. Hardly surprising, given the pedigree behind the production. Katie Grand directed the operation; super-stylist Jacob K helmed the looks; Piergiorgio Del Moro handled the casting, sending supers - including Alex Consani, Paloma Elsesser and Lila Moss - down the runway in the retailer’s autumn/winter ’25 collection - never mind guest cameos from Romeo Beckham, Amelia Gray and Lola Young, whose performance closed the show. For once, a high street line received the sort of treatment usually reserved for Paris couture week: lights, vision, and the industry’s most influential hands all in the mix.

‘H&M believes in providing a stage for creativity in all its guises. We are thrilled to be collaborating with so many industry leaders and incredible creative forces who are defining self-expression and ground-breaking style,’ said Ann-Sofie Johansson, Head of Design & Creative Advisor H&M, of the event.

The appeal of showing a high street collection this way is threefold. First: the price tags - comfortingly free of vertigo, especially compared to the rest of fashion week. Second: instant gratification. In H&M’s case, most of the collection is already shoppable, with just a few stragglers trickling in over the next couple of weeks. Third: inspiration. Seeing these pieces styled by Jacob K, rather than in the flat-lit stock images of e-commerce, expands the imagination, offering cues for how we might actually want to wear them this season.

For parent company H&M Group, the London outing marked its second show this month. Its sleeker sibling COS presented an autumn/winter ’25 collection during New York Fashion Week only a few days ago. The tactic is lucrative precisely because it straddles both worlds: luxury polish, democratic access. High street players typically settle for lookbooks and Instagram drops; H&M, by contrast, is making a play for legitimacy on the runway circuit. The result? Clothes that feel aspirational without abandoning affordability. And really, isn’t that the sweet spot - the best possible combination?

Shop our favourite pieces from H&M’s Autumn/Winter ‘25 collection

Henrik Lischke is the senior fashion news & features editor at Grazia. Prior to that, he worked at British Vogue, and was junior fashion editor at The Sunday Times Style.