London Fashion Week saw a dramatic interruption on Thursday evening when PETA activists entered the H&M runway during the brand’s high-profile show, in front of an audience packed with famous faces.
Cruz Beckham was among the guests attending H&M’s launch of its new collaboration with Nick Knight and ShowStudio, a presentation examining the links between fashion, technology and human connection.
Ahead of the event, PETA campaigners had gathered outside wearing fake blood across their faces and holding placards that read: ‘Sheep beaten, kicked and killed for wool. Don’t buy it.’
Video posted on X later showed three activists separately making their way along the catwalk while carrying the signs.
Guests appeared startled by the disruption, but security staff calmly asked the protesters to step off the runway before escorting them from the venue.
The response differed sharply from a recent incident at New York Fashion Week, where Steven Kolb, chief executive of the Council of Fashion Designers of America (CFDA), was filmed physically restraining an activist during the Cos show.
London Fashion Week was disrupted on Thursday night after PETA activists entered the H&M catwalk in front of a celebrity-filled audience
Cruz Beckham was among the guests at H&M’s collaboration launch with Nick Knight and ShowStudio
Kolb was subsequently placed on leave by the CFDA and later issued an apology for his conduct in an Instagram post.
He wrote: ‘As I review the videos, I understand the reaction they have generated.
‘Frankly, I don’t recognise that person. As a result, I am taking a voluntary leave from work and meeting with a professional to ensure it never happens again.’
The CFDA said in a statement they were ‘committed to working with dissenting voices to find commonality and is engaged in efforts to move the American fashion industry forward while upholding the values of our membership, including respectful engagement with differing viewpoints’.
Cruz was among the stars that were seen posing for snaps ahead of the fashion show, dressed in a smart grey trench coat and a red jumper.
The back-to-back protests are part of PETA’s campaign urging the H&M Group to drop wool following a recently released PETA Asia investigation into a NATIVA-certified South African wool operation tied to H&M Group’s supply chain.
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‘How much more evidence showing sheep kicked, struck, and left bleeding in shearing sheds will it take for H&M to take responsibility?’ PETA’s Vice President Elisa Allen said.
‘H&M must kick wool cruelty off its catwalks and out of its collections, and PETA reminds consumers that choosing vegan clothing is the only way to guarantee that no animals were harmed.’
Prior to the show, PETA protestors were lined up outside, with fake blood splashed on their faces and signs aloft
Footage shared on X then showed three different protestors walking down the catwalk with their signs in hand
PETA’s appearances at Fashion Weeks across the globe are far from a rarity, with the animal rights charity regularly campaigning outside shows
Cruz was among the stars that were seen posing for snaps ahead of the fashion show, dressed in a smart grey trench coat and a red jumper
PETA’s appearances at Fashion Weeks across the globe are far from a rarity, with the animal rights charity regularly campaigning outside shows.
H&M’s show featured an interactive display created by AI technology that turned photos into moving fashion paintings.
As the models moved down the runway, the walls behind them would follow their movements, offering the audience a living sketch of time.
Historical tales and figures such as Wuthering Heights and Marie Antoinette inspired ribboned satin jackets with braided lace-up embellishments, while the collection also featured Western influences with dark-wash denim and cowboy boots.
Speaking ahead of the show, H&M’s global head of design Ann-Sofie Johansson said: ‘With this show, we can actually also show what AI can make that is not this scary thing – it can also be part of an immersive experience and something new, maybe, that we haven’t seen before.’
London Fashion Week takes place from the 17th to September 21, and will conclude with its annual star-studded Burberry show on Monday.
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