H&M and SHOWstudio search for romance and human connection for AW26

Over the last few years, there has been a constant conversation about the role of technology in the creative industries. Yesterday, H&M and Nick Knight’s SHOWstudio came together to reimagine how technology and fashion can come together to make fashion more accessible.

Titled H&M&YOU&I,  the show took place at Kensington Olympia and was inspired by human connection. Opened by a performance from Brazilian ballerina Ingrid Silva, the show explored the many different ways clothes and stories can be portrayed beyond the traditional set-up of a fashion show. “I believe that for fashion to be relevant, it needs to constantly change and push creative boundaries, and I’m excited that H&M shares that vision. Together, we are exploring fresh ways of liberating fashion, and asking questions of what a runway show could be,” says Nick Knight. “This show, titled H&M&YOU&I, and the special interactive technology we are unveiling this evening, is the latest step in that exploration.”

Below is everything that went down. 

Over a year in the making, the technology developed for this collaboration started with fashion imagery from Nick Knight and fashion illustrations by artist Cliff Warner. Anchored in the idea that art and innovation can seamlessly coexist in fashion, both technologies were developed to demonstrate how digital tools can amplify artists’ creative visions without ever replacing their human craft.

During a performance by Alex Consani and Archie Renaux, the interactive activated on big screens, offering the model and actor the chance to interact with the imagery behind them. It followed the demonstration of the interactive built from Warner’s work, which mirrored the models as his artistic figurines as they walked by on the runway. 

If you looked closely, occasionally there was a slight delay, an element Knight and the team at SHOWstudio felt crucial to include. Instead of trying to make every single feature flawless, in the same way most tech companies do, the fashion interactive designed for this show wanted to keep touches of what makes us human. “We’re not perfect; imperfection is what makes humanity beautiful,” Knight explains. “I did not want to make it a completely realistic version, it is a mirror of them.”

Following the show, Alex Consani said: “Working on this show with H&M and Nick and seeing the interactive develop has been amazing. From that first day in the studio, through all the digital meetings, I have seen it change and develop, right up until rehearsals, and today on the runway. I loved doing my reading with Archie, what a moment.” 

Split into several sections, the featured show looks included H&M Studio, H&M’s Autumn collection and menswear pieces from H&M Atelier. “The A/W 26 collections are all about eclecticism,” explains Ann-Sofie Johansson, H&M Creative Advisor and Head of Design Womenswear. ”Each drop brings a vision of fashion that is bold, and dedicated to self-expression, freedom and rule-breaking. Nick Knight is always daring, he never accepts the status quo, and that is an ethos that chimes with all of us at H&M.” 

Sticking to doing things differently, the first drop of H&M’s Autumn 26 womenswear collection, along with the H&M Atelier menswear collection, was made available to See Now, Buy Now straight after the show across H&M’s online channels.

At the end of the show, a spotlight suddenly appeared on a guest in the front row. The guest was none other than British artist and past collaborator of the brand, Labrinth, who did a surprise performance, which featured a rendition of “I Want to Know What Love Is” by Foreigner. As well as his performance, he also curated the entire soundtrack for the show. “This project is blending genres and eras, blurring the lines between what’s physical and what’s digital, no straight lines, just time folding in on itself,” says Labrinth.

Before the show, we headed backstage to catch up with him; watch above.

Similar to last year, the model line-up included all the most booked and busy girls of the moment – with the likes of Paloma Elsesser, Lila Moss, Angelina Kendall, Alva Claire and more all present on the runway. Fashion legends Kristen McMenamy and Karen Elson both walked the show right after their daughters Lily McMenamy and Scarlett White, giving us sweet mother-daughter runway moments. 

The front row included the likes of Dazed cover stars Myha’la and fakemink, as well as singer Tems, Audrey Nuna, Grace Van Patten and Cruz Beckham.

Following the show, the space was transformed into a party. Throughout the night, guests enjoyed sets and performances by Kim Petras b2b with u.r.trax, and artists from Foundation.FM’s community, such as Lexii, Matty Chiabi, Lagoon and Crystal Waters.

We also invited some of our very own Dazed Clubbers to come to the party and experience a fashion week party for themselves. 

Head to the gallery above to check out images from the afterparty.