With more than 200 stores in the UK alone, H&M is hardly what you’d call a fledgling brand.
But clearly London Fashion Week was keen to host a more established name this autumn – having invited the Swedish high street retailer to close its first day with a catwalk extravaganza featuring a 700-strong audience and a cast of 70 models.
Being a household name, perhaps it was to be expected H&M would call on equally familiar ones to model its new autumn/winter collection. There was a Moss, a Law, even a Beckham – albeit the children rather than their more famous parents.
Leading the charge in a shiny red vinyl coat with a faux fur collar was Lila Moss, 22, daughter of model Kate and her ex-partner, publisher Jefferson Hack.Â
Iris Law, 24, daughter of actors Jude and Sadie Frost, wore a red vinyl mini-skirt teamed with an oversized jumper and brown faux fur stole.
They were joined by Amelia Gray Hamlin, 24, daughter of The Real Housewives Of Beverly Hills star Lisa Rinna and actor Harry Hamlin, Ned Sims, 19, son of fashion photographer David Sims, and Romeo Beckham, 23, the son of David and Victoria, who was making his debut appearance at London Fashion Week, though probably not his last.
The attack of the nepo babies didn’t end there. Watching from the front row were Anais Gallagher, 25, daughter of Noel and his ex-wife Meg Matthews, and her brother Lennon, 26 – from Liam Gallagher’s short-lived marriage to Patsy Kensit –with his girlfriend Izzy Richmond.
Model Emily Ratajkowski and the rapper Little Simz also attended. The show, which was styled by Katie Grand, featured clothes that ran the gamut from Saturday night partywear to the type of tailored office attire you might reach for on a Monday morning, and drew on Nineties Britpop influences that chimed well with its London setting.Â
Leading the charge in a shiny red vinyl coat with a faux fur collar was Lila Moss, 22, daughter of model Kate and her ex-partner, publisher Jefferson Hack
Romeo Beckham, 23, the son of David and Victoria, made his debut appearance at London Fashion Week
Iris Law, 24, daughter of actors Jude and Sadie Frost, wore a red vinyl mini-skirt teamed with an oversized jumper and brown faux fur stole
Proving the ‘office siren’ trend is still alive and well, there was a slew of structured blazers with power shoulders, worn with shirts and oversized ties.
Fair Isle knits, faux leather blousons and trousers were equally supersized. Part of the collection will be available online from September 25, with another ‘drop’ due on October 2.
Singer Lola Young, 24, closed the show with her platinum-selling single Messy. While some have accused the London-born star of being a nepo baby – her aunt is children’s author Julia Donaldson – the fact she achieved success in a different field should cut her some slack.
As for the other nepo babies, they’re all having too much fun – and banking too much money – to care what anyone else thinks.
