LFW SS27: H&M unites fashion and technology in immersive 'see now, buy now' show

H&M brought fashion and technology together at London Fashion Week yesterday (17 September), staging its H&M&YOU&I show with British photographer Nick Knight and SHOWstudio.

Soundtracked by Labrinth, the show presented three drops from H&M’s Autumn 2026 womenswear collection alongside pieces from H&M Studio and the H&M Atelier menswear line. Alex Consani opened the runway in a cropped ivory jacquard jacket, sheer lace blouse, slim white trousers and cream jacquard heels, setting the tone for a collection that moved between historical opulence, contemporary minimalism and sharper tailoring.

The show began with Brazilian ballerina Ingrid Silva, whose movements were choreographed to activate and illuminate the 40-metre runway. Models including Consani, Paloma Elsesser, Karen Elson, Lila Moss and Archie Renaux followed, with sculptural silhouettes and strong lines appearing alongside softer, more romantic looks.

Knight’s influence was most visible in the way the physical runway was combined with moving imagery. Curved mirrors lined one side of the space, while a video installation by Tokyo-born artist and engineer Karyn Nakamura occupied the other. A fashion interactive developed by SHOWstudio used imagery Knight created with Consani and Renaux earlier this year, bringing the models’ movements and digital visuals together in real time.

During the H&M Studio section, the interactive shifted again, with models appearing alongside digital illustrations by artist Cliff Warner. The clothes themselves leaned into strong tailoring and sculptural forms, while the technology changed around them as they walked.

The show closed with Consani and Renaux delivering a spoken-word performance inspired by Foreigner’s ‘I Want to Know What Love Is’, before Labrinth performed the song live on the runway. Consani wore a ruffled cream gown, while Renaux wore a look from H&M Atelier.

Around 700 guests, including members of the public who had applied for tickets through H&M’s social channels, watched the show, while pre-show content was livestreamed from the red carpet and backstage.

H&M also brought the See Now, Buy Now model to the event, making the first drop of its Autumn 2026 womenswear collection and the H&M Atelier menswear collection available through its online channels from 9pm CET on 17 September.