by Liudmyla Baganova

On April 26, 2025, London Fashion Day returns for its fifth season with a powerful message. Fashion begins not with fabric but with the individual. Taking place in the historic St John’s Church in Hyde Park, the event will explore the theme HUMAN, a celebration of identity, emotion, and the freedom to be oneself.

A Platform That Listens

From its inception, London Fashion Day has positioned itself as more than a fashion event. It is a space for dialogue, experimentation, and new voices. It brings together emerging designers, cultural thinkers, and creative professionals from across Europe not to follow trends but to create new narratives.

Season 5 deepens that mission by putting humanity at the centre of the conversation. It is not about image, it is about the person beneath it.

Fashion can support, inspire, and reveal when it speaks the language of humanity, says Konstantin Lieontiev, the creative producer behind the campaign and founder of the project.

The Vision Behind the Movement

At the heart of London Fashion Day is Konstantin Lieontiev, creative producer, curator, and cultural strategist. After building a successful platform with Odessa Fashion Day, he brought his vision to London, creating a space that elevates independent fashion voices and challenges the industry to be more conscious, inclusive, and human.

Through his leadership, London Fashion Day has become more than an event. It is a movement built on storytelling, meaning, and real creative freedom.

The Campaign: A Dialogue in Fabric and Form

This season’s visual campaign was created in collaboration with Ukrainian brand KEKA, whose genderless and timeless approach fits seamlessly with the HUMAN concept. KEKA places the individual at the heart of its design philosophy, creating pieces that transcend age, gender, and standardisation.

The face of the season is model and influencer Zain Shan. The campaign was brought to life by videographer and director Dinara Ostr, with photography by Nicolo Urbani, makeup by Carlos Mouraa, and lighting by Giovani Sauthier. The campaign was produced by Konstantin Lieontiev, emphasising both concept and emotional depth over conventional aesthetics.

The result is a series of images that feel more like portraits than advertisements. Intimate, striking, and human.

What to Expect This Season

Season 5 will feature a thoughtfully curated program blending creativity with conversation:

• Runway shows from independent designers across the UK and Europe
• Presentations by Fashion Academy Paris, bringing fresh perspectives from emerging French talents
• A multi-brand show from London College of Contemporary Arts (LCCA), highlighting the next generation of fashion voices
• A designer corner, where guests can explore collections and engage with creators directly
• Networking sessions offering opportunities for collaboration, mentorship, and connection

Fashion With a Pulse

London Fashion Day continues to challenge the role of fashion in society not just as an industry but as a cultural force. It advocates for awareness, inclusivity, creative autonomy, and responsibility. Above all, it places people, their stories, struggles, beauty, and voices at the centre.

In a time when fashion can often feel detached or overly curated, Season 5 offers a refreshing alternative.

A runway that reflects real lives.
Design that speaks to who we are.
And style as the art of BEING not PERFORMING yourself.

WHERE: St Johns Church, Hyde Park Cres, Tyburnia, London W2 2QD