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London Fashion Day Season 5: HUMAN

A season that put the person, not the standard, at the front of fashion — with a campaign made with KEKA.

Season 5 opened at St John’s Church, Hyde Park on 26 April 2025 under one word: HUMAN — a declaration of freedom, self-expression and authenticity that brings the person, not the standard, to the front of fashion.

The official campaign was created with the Ukrainian label KEKA, whose philosophy goes beyond gender, age and traditional norms: Zain Shan as the face of the season, direction and video by Dinara Ostr, photography by Nicolo Urbani and production by Kostiantyn Lieontiev.

This season is not about the image — it’s about the person.

Kostiantyn Lieontiev, founder of London Fashion Day

On the runway: Lenie Boya, HOME NEST & MALUSHA Bag Design Studio, the London College of Contemporary Arts showcase, Panache by Elvira, Fashion Paris Academy, Gorsset, KEKA by Novikov and ELEN OST, among others.

A black pinafore dress over a white blouse with puffed sleeves on the runway.
KEKA by Novikov at London Fashion Day Season 5, “HUMAN”, St John’s Church, Hyde Park.
An orange brocade waistcoat over a black gown on the runway.
Gorsset at London Fashion Day Season 5, “HUMAN”, St John’s Church, Hyde Park.
A corset and wide trousers with a ruffled collar on the runway.
KEKA by Novikov at London Fashion Day Season 5, “HUMAN”, St John’s Church, Hyde Park.
A green brocade robe over a matching dress on the runway.
Panache by Elvira at London Fashion Day Season 5, “HUMAN”, St John’s Church, Hyde Park.
A sequinned royal-blue gown with a high slit on the runway.
ELEN OST at London Fashion Day Season 5, “HUMAN”, St John’s Church, Hyde Park.

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