A much-anticipated party hosted by high-street retailer H&M featuring summer pop sensation Charli XCX upended proceedings on Thursday with an unconventional London Fashion Week opening night, reported France 24.
The LFW Spring/Summer 2025 itinerary, which is scheduled to end on Tuesday, was predetermined for weeks prior to H&M's announcement of a partnership with the British singer, which caused them to overtake well-known designers and earn the title of "hottest fashion week ticket."
Videos of H&M's latest collection were shown on several screens at an east London sports arena, and the pieces were then demonstrated through a dance performance akin to a rave.
A distinctive spin on a fashion presentation, the sleek leather coats and understated knitwear enthralled hundreds of spectators as the Swedish fast-fashion behemoth attempts to project an image of a more upscale company.
Shortly after, against the backdrop of her green album logo, Charli XCX stormed onto the stage to deliver a powerful performance from her most recent hyper-pop album, "Brat."
"Brat girl summer" has been the word used to describe the last several months, since the album has been mentioned in social media, politics, and even fashion.
The style and way of life that are emphasized in this trend are heavily influenced by Charli's club album, which exudes a youthful sense of uneasiness mixed with a lot of party girl energy.
Caroline Rush, the chief executive of the British Fashion Council (BFC), described the partnership as "exciting".
In addition to commemorating London Fashion Week's 40th anniversary, the BFC is fighting to stay relevant in the eyes of younger viewers following the departure of several designers throughout the previous 20 years.