Overview
- H&M staged a headline show called H&M&YOU&I at Olympia London that combined staged dance, spoken-word moments, surprise music and a cross-generational model cast.
- A year-long collaboration with Nick Knight and SHOWstudio introduced an interactive visual system built from Knight’s imagery and Cliff Warner’s illustrations that responded to models on the runway.
- Selected pieces from H&M’s Autumn womenswear and the H&M Atelier menswear capsule were made available for immediate purchase through a See-Now-Buy-Now drop after the show.
- The program used live moments to create media highlights, including Alex Consani’s spoken-word segment with Archie Renaux and a surprise onstage performance by Labrinth, who also curated the soundtrack.
- Three PETA protesters briefly entered the runway during the climax and were handled calmly, and the night ended with an afterparty featuring a Kim Petras DJ set and branded giveaways.