A hotly anticipated party thrown by high-street retailer H&M with pop star of the summer Charli XCX shook things up with an unusual opening night of London Fashion Week on Thursday, reports AFP.
The LFW Spring/Summer 2025 schedule, which runs until Tuesday, had been set for weeks when H&M burst onto the scene announcing a collaboration with the British singer, overshadowing big-name designers and being labelled the hottest fashion week ticket.
Multiple screens in a sports arena in east London flashed videos of H&M's new collection, followed by a rave-like dance performance showing the pieces in action.
Sleek leather jackets and minimalist knitwear captivated hundreds of attendees in a unique take on a fashion show, as the Swedish fast-fashion giant looks to present itself as a more upmarket brand.
Moments later, Charli XCX burst on a stage to perform an explosive set from her latest hyper-pop album, "Brat", against a backdrop of its green album logo.
The past few months have been termed "brat girl summer", with the album namechecked everywhere from social media to politics -- and now fashion.
The trend emphasises an aesthetic and lifestyle inspired by Charli's club album that offers a heavy dose of party-girl energy with undertones of youthful anxiety.
The collaboration is "exciting", said Caroline Rush, chief executive of the British Fashion Council (BFC).
The BFC is celebrating London Fashion Week's 40th anniversary and vying to remain relevant to younger audiences after an exodus of designers over the past two decades.