With eight years having passed since the label last flexed its Fashion Week muscles at New York Fashion Week in 2005 anticipation is high. It has broken its catwalk silence just once in that time, in 2010, with a special, one-off show celebrating its Lanvin collaboration.
This time around, H&M will show around 25 looks from its new-season mainline collection with creative direction from head of design, Ann-Sofie Johansson.
'We felt excited about the collection and we really wanted to show it,' spokesman Håcan Andersson said simply of the decision, speaking to WWD.
Confirmed so far are date and location 27 February and Musée Rodin (a popular spot for high-end houses) respectively.
This season is already marking itself out as one to remember as high street labels flock to secure shows. Long-timer Topshop will be joined at London Fashion Week next month by River Island, showing its hotly-anticipated collection by Rihanna, as well as Whistles.