What to expect from H&M’s LFW show, and how to join the afterparty

This week, H&M is bringing fashion and technology together in a different way with H&M&YOU&I, its return to London Fashion Week. Created with legendary British photographer Nick Knight and his pioneering fashion film platform SHOWstudio, the show takes its name from the human connections and relationships at its centre, exploring what happens when artistic expression and technology interact in real time. The soundtrack will be produced by celebrated British artist Labrinth.

Following last year’s genre-defying show, H&M is once again rethinking what a fashion show can look like and who gets to be part of it. Knight, who founded SHOWstudio in 2000 and has spent decades pushing fashion into new digital spaces, will lead the creative direction for the experience.

“I believe that for fashion to be relevant, it needs to constantly change and push creative boundaries, and I’m excited that H&M share that vision. Together, we will be exploring fresh ways of showing and democratising fashion, and asking questions of what a runway show can be,” says Knight, founder and Director of SHOWstudio.com.

As a past collaborator of H&M, artist Labrinth is now soundtracking a new stage in the brand’s work with acclaimed artists. “I’ve collaborated with H&M a few times over the years but not like this. This is one of my favourite and most inspiring ways to have created with them,” he explains. “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. In London, my hometown, something close to my heart. Expect the unexpected.”

To celebrate the show and collaboration, we are inviting Dazed Clubbers to attend the H&M&YOU&I afterparty on September 17, featuring Kim Petras & u.r.trax, Foundation.FM and more.

For those unable to attend the show itself, everyone is invited to follow the action online from 7pm via H&M’s Instagram account. The livestream will move through different parts of the venue, from the red carpet to backstage and the front row, offering a look inside the event as it unfolds. Hosted by Marlon Lundgren Garcia, Julia Hobbs and Leomie Anderson, it will bring together the different people and creative worlds that make up London Fashion Week.

To register your interest in attending the H&M&YOU&I afterparty, download the Dazed Club app on iOS and Android, and find the post pinned under ‘events’ to sign up.