Three PETA activists interrupted H&M's London Fashion Week show on September 17, walking onto the runway at Kensington Olympia with signs reading "H&M: Wool is bloody cruel. Drop it!" before security removed them and the presentation continued.
The disruption took place during H&M&YOU&I, the brand's return to London Fashion Week, creatively directed by photographer Nick Knight and his fashion platform SHOWstudio, with a soundtrack produced by Labrinth. According to video shared by PETA and reporting from multiple outlets, a male protester dressed in black walked the length of the runway early in the show, followed soon after by two female activists in black and green carrying the same placard. One of the protesters made it backstage and walked out alongside the models before being intercepted, completing a length of the runway before security stepped in. The audience at Kensington Olympia reportedly responded with audible gasps as the activists continued across the catwalk.
pEta is back on the runway in London for HM pic.twitter.com/ljqwclAcda
— lyas (@lyasssssss) September 17, 2026
