Maximilian Raynor AW25

Maximilian Raynor was the AW25 Hi-Fi recipient, with his debut runway show, Welcome to the Un-United Kingdom, supported by Hi-Fi. Staged at an east London warehouse, we transformed a basement into an immersive dystopian landscape where overgrown trees, exposed roots and decaying natural elements engulfed the space, creating a world that audiences stepped into before the show had even begun. At a time when London Fashion Week was facing criticism for a lack of excitement, we wanted to bring a sense of spectacle and theatre back to the schedule. In true Hi-Fi fashion, we went slightly rogue, announcing the show as the opening event of Fashion Week just ahead of the official calendar.

The show blended fashion, live performance and storytelling, building towards a dramatic finale where the closing look revealed the band Opus Kink, hidden within the set until the final moment. Their live performance brought the show to a close, alongside ballet dancers and actors who blurred the line between runway and theatre. The presentation became one of the standout moments of the season and helped establish Maximilian Raynor as one of London's most exciting emerging designers.

Following the show, we transported the collection to Machine-A in Soho for an after-party featuring DJ sets from Harriet Rose, Princess Julia and Josh Quinton. In collaboration with People of Print, we created an elaborate invitation scroll and produced a complete campaign around the project, including a fashion film, campaign imagery and a four-part documentary series documenting the journey from concept to runway.