H&M taps Nick Knight to rethink the runway show for its London Fashion Week comeback

H&M has announced its return to London Fashion Week in September, promising to “shake things up” with a new partnership with renowned photographer Nick Knight and ShowStudio. According to WWD, the brand will present a “bold reconceptualization” of the fashion show experience.

When it comes to bold concepts, H&M might have found the right person to collaborate with. Considered a groundbreaking artist by critics, Knight has partnered with multiple designers during his career, including Yohji Yamamoto, John Galliano, and Alexander McQueen, and created advertising campaigns for Christian Dior, Tom Ford, Lancôme, Swarovski, and Yves Saint Laurent, among others. He also notably directed Lady Gaga’s “Born This Way” music video in 2013 and is a longtime collaborator of Björk. In 2016, Knight was chosen to photograph then-Prince Charles with Queen Elizabeth II to mark the end of the monarch's 90th birthday year.

H&M presented its winter/fall 2025 collection in London last September at 180 The Strand, betting on the mix of music, style, and celebrity star power. The show, directed by Kennedy with creative consultancy by Katie Grand, featured a live performance by Lola Young, with Romeo Beckham, Sora Choi, Alex Consani, Paloma Elsesser, Amelia Gray, Iris Law and Lila Moss walking the runway.

The next edition of London Fashion Week will run from September 17 to 21.

This article will be updated as more information becomes available.