sustainability

Is London still a bastion of creative rebellion, or a stage for fast fashion exploitation?

The SS26 London Fashion Week has concluded, with its expanded schedule seeking a renaissance yet exposing a contradiction within the industry. While houses such as Burberry, Simone Rocha, and Erdem reaffirmed their creative authority, the prominent platform given to H&M raised a pressing question: how does this align with London’s professed commitment to sustainability? The line between luxury and fast fashion has not just blurred—it has collapsed.

SS26 London Fashion Week: Creative highlights

At Burberry, Daniel Lee recomposed British heritage with a rockstar edge. The collection was a tribute to swinging London—Mod-inspired short hemlines, slim suits, and leather boots, all set to a Black Sabbath soundtrack. A tribute to Ozzy Osbourne that delighted us fans. (Watch the show here).
Lee commented, “Musicians have always had incredible style, and together with fashion they form a really strong culture.” That was certainly true in the past. Today, rock stars don’t have personal style but stylists. And they’re paid to wear branded clothes—but that’s a topic for another post.

Simone Rocha offered a breath of fresh air with a feminine, childlike, and whimsical collection where lightness and an ethereal mood prevailed. Her designs reminded us why London has long been a laboratory for creative experimentation. (See the looks here).
Meanwhile, Erdem explored “overlapping identities,” blurring the lines between history and imagination in a masterful display of narrative craftsmanship. (Watch the show here).

Yet, this creative reaffirmation was juxtaposed with the event’s strategic inclusion of H&M. The Swedish fast-fashion giant hosted an immersive showcase, leveraging the city’s youthful energy. Its presence was no anomaly but a calculated move that speaks volumes about the event’s current priorities.

The logic behind H&M’s platform

Laura Weir, the new CEO of the British Fashion Council and a former Vogue fashion editor, has described the task of restoring London’s fashion status as “herculean.” After Brexit, Covid, economic instability, and wars, her effort is understandable. But if the goal is to strengthen London’s global standing, is giving H&M such a prominent role really a meaningful long-term choice?

For H&M, a place on the LFW schedule is the ultimate PR coup. It borrows prestige and “cool factor” to reposition itself from a seller of cheap basics to a legitimate trend-maker, helping to justify its premium collaborations and designer partnerships.

From the organisers’ perspective, the logic is equally clear: LFW is, after all, a business. Burberry generates press, but the British Fashion Council needs revenue. H&M’s substantial investment helps subsidise smaller, emerging designers—the lifeblood of London’s reputation for innovation. Furthermore, an H&M presentation can attract celebrities and mega-influencers who might not attend a smaller, avant-garde show. (Sadness of contemporary fashion, as it sounds.) This generates massive social media buzz and media coverage that amplify the event’s visibility.

When blurring lines becomes a blurred vision

The lines between luxury fashion and fast fashion are no longer merely blurred—they are actively erasing each other.

Luxury has adopted the pace of fast fashion: pre-collections, cruise collections, and countless “drops.” They need to constantly feed the content and sales machine. They also court influencers and celebrities in a way that mirrors mass-market marketing.

Fast fashion seeks the cultural capital of luxury: H&M hires former luxury designers, produces “premium” lines, and runs high-production-value campaigns to emulate a luxury feel.

London Fashion Week has always celebrated eclecticism and experimentation. London has historically been the birthplace of street style co-opted by high fashion (punk, mod, etc.). It’s where Vivienne Westwood sold clothes in a shop called SEX. But there is a world of difference between elevating grassroots rebellion and platforming a corporate fast fashion giant. 

The critical question is: what is the cost of this “inclusive” curation? By including H&M, is LFW nurturing creativity or legitimising a business model built on overconsumption? This move directly challenges the halo of exclusivity and creativity—and most importantly, the ecological values London claims to champion. 

Final thoughts

The rock energy of Burberry and the H&M presentation are two sides of the same coin in today’s fashion industry. SS26 London Fashion Week is not merely observing the collapse of the high-low divide; it is actively curating and capitalising on it.

The danger is that the marketing power of fast-fashion players may drown out emerging voices, turning what should be a celebration of creativity into a marketing convention. True London “street” DNA is anti-establishment and authentic. Aligning with corporate fast fashion is the opposite—it’s the ultimate embrace of the establishment.

By giving H&M a platform, London Fashion Week may not just be selling tickets — it may be selling its soul.