H&M, Nick Knight and SHOWstudio Turn the Runway Into a Digital Playground

H&M brought some serious creative firepower to London Fashion Week on 17 September, teaming with Nick Knight and SHOWstudio for H&M&YOU&I, an immersive presentation of its Autumn/Winter 2026 collections.

For menswear, the focus was firmly on H&M Atelier: sharper cuts, sculptural silhouettes and a more elevated approach to tailoring. It sat alongside H&M Studio’s strong lines and power tailoring, giving the high-street giant’s more directional offering a distinctly polished edge.

The presentation was creatively directed by Knight, founder and director of SHOWstudio, whose long-standing fascination with technology and fashion imagery shaped the entire show. A 40-metre runway combined curved mirrors with a video installation by Tokyo-born artist and engineer Karyn Nakamura, while a SHOWstudio fashion interactive turned digitally generated imagery into real-time moving fashion films.

During the Studio presentation, models interacted with illustrations by artist Cliff Warner, with their movements activating the imagery behind them. It was fashion presentation as live digital experiment rather than straightforward catwalk.

The 700-strong audience included Fakemink, Grace Van Patten, Jackson White, Audrey Nuna, Diya Joukani and Manu Ríos, while Labrinth handled the music, culminating in a live performance of I Want to Know What Love Is.

Most importantly for shoppers, H&M Atelier menswear was available to buy immediately from 9pm CET on 17 September across H&M’s online channels. See now, buy now — without the usual fashion-week waiting game.