LONDON — H&M is returning to London Fashion Week this fall with a coed runway show to present its in-season fall 2025 collections.

The brand said the show is aimed at reflecting the fast-fashion retailer’s renewed commitment to “high-fashion credibility and creative innovation,” while staying true to its democratic core.

The Swedish brand last fall enlisted “Brat” star Charli XCX for a 30-minute performance at Stratford during London Fashion Week with additional DJ sets by Jamie xx and Sherelle.

This time, the brand touted a full-scale fashion experience that aims to go beyond a traditional runway presentation. It will encompass visuals and music with an atmosphere that’s aimed at highlighting self-expression and modern style.

“We’re thrilled to be returning to London Fashion Week this September with a special show experience that underscores H&M’s focus on fashion and design,” said Ann‑Sofie Johansson, head of design and creative adviser at H&M.

“This moment reflects our commitment to creativity, craftsmanship and a more elevated design direction. London remains one of the world’s most dynamic fashion capitals, and it’s the perfect setting to showcase the evolution of H&M’s design DNA on an international stage,” she added.

H&M’s LFW announcement came two days after Laura Weir, British Fashion Council’s new chief executive officer, unveiled a string of major strategic updates in a bid to revitalize the fashion economy for British designers in the U.K. and globally.

It’s understood that the BFC will release the provisional schedule for the spring 2026 season later this week.

H&M is not the only brand in the parent company H&M group’s portfolio looking to make a slash this September.

A week ago, its slightly more upscale sister brand Cos revealed that it will join the New York Fashion Week calendar once again. It will be the retail brand’s fourth September on the Council of Fashion Designers of America’s official schedule.