It’s 8 p.m. on the Strand in Central London, just a stone’s throw from British Vogue’s headquarters. What feels like the entire office has gathered at 180 Studios for one of the biggest—and most star-studded—events of London Fashion Week: H&M’s The London Issue.

Few could resist the invitation. Editors knew that after last year’s brat-themed spectacle (think Charli XCX taking over the Olympic Park), this was set to be another unforgettable night. “The clothes are really good,” Model of the Year and H&M campaign star Alex Consani recently told British Vogue, “and you know I love my London girls.”

A tribute to the city, H&M partnered with 180 Studios and embraced a rebellious spirit to create a “living magazine” through dance, music, and fashion. The Swedish brand brought in talent from around the world to shake things up. Did the show start on time? Of course not—it was nearly 8:45 p.m. when boots finally hit the red runway. Cameras flashed, music blared, and the huge screens showing the London skyline faded to black. And we were off!

First up was H&M Studio, blending sharp tailoring, oversized knits, and a touch of disco. Alex Consani wore a nearly floor-length double-breasted coat with an ivory lace skirt peeking out underneath. Amelia Gray-Hamlin followed in a cropped faux-shearling jacket, thigh-high boots, and a slouchy bag. Paloma Elsesser came next in a nude bodycon maxi dress and mismatched earrings.

Then the Fall Winter 2025 collection took the stage, with models in plaid pleated skirts, acid-wash denim, and faux-fur heels. Lila Moss sported a neat beehive, while Ned Sims’s signature blond hair looked perfectly windswept.

The third act played with preppy style and London’s edgy identity—models returned in suits and ties, leather-look pants, and lace bodysuits. Romeo Beckham, looking determined, made his London Fashion Week debut in a jet-black, leather-look three-piece suit. The subversive, relaxed vibe brought a welcome late-’90s mood to 2025.

While the clothes captured the spirit of the night, Lola Young gave everyone goosebumps. She sang two songs—“d£aler” and her Gen-Z anthem “Messy”—for the audience in the bleachers, making her way through an LED maze as models danced around her. As Young hit the final notes and the stellar cast shimmied offstage, it was clear: for the second September in a row, H&M has left its mark on London.

Frequently Asked Questions
Of course Here is a list of FAQs about Lola Young and Lila Moss helping HM launch London Fashion Week

General Beginner Questions

Q Who are Lola Young and Lila Moss
A Lola Young is a British singersongwriter and Lila Moss is a British model They are both prominent young figures in the UK fashion and music scenes

Q What did they do for HM and London Fashion Week
A They were the star models for HMs campaign that officially kicked off London Fashion Week They wore HMs new collection in a highprofile photoshoot and event

Q What is the connection between HM and London Fashion Week
A HM was the official sponsor for the launch of London Fashion Week This means they partnered with the event to promote their brand and new clothing line to a fashionfocused audience

Q What kind of clothes did they wear for the launch
A They wore pieces from HMs new Studio collection which is a more trendfocused and elevated line compared to their everyday basics

Advanced Detailed Questions

Q Why were Lola Young and Lila Moss chosen specifically for this campaign
A They represent a modern cool British aesthetic that HM wanted to align with Lila Moss carries on a modeling legacy and Lola Young brings a musical artistic edge appealing to a diverse young audience

Q What was the goal of HM sponsoring the launch
A The main goals were to generate significant media buzz position HM as a key player in highstreet fashion drive excitement for their new collection and connect with fashionconscious consumers during a major industry event

Q Where can I see the photos or campaign from the launch
A The campaign was featured on HMs official social media channels their website and in various fashion magazines and news outlets that covered London Fashion Week

Q Was this a runway show or a different type of event
A It was primarily a digital and print campaign not a traditional runway show The launch likely involved a exclusive photoshoot and a launch event or party attended by press and influencers

Practical Fan Questions

Q Can I buy the outfits they wore
A Yes the