straight off the runway in London

@alykima

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SoundTikTok sound · original sound - alykima

Promoted product

H&M

14 videos13 creators

Why it worked

The video leverages the 'high-low' fashion trope by contrasting the high-fashion runway aesthetic with the accessibility of a mass-market brand like H&M, creating a sense of surprise and desirability.

Summary

The creator showcases three different outfits from the H&M Autumn Winter 2026 collection, highlighting the Victorian and Gothic-inspired designs. She models each look and encourages viewers to shop the collection.

Structure

1Introduction of the H&M collection
2Showcasing look one: corset and velvet pants
3Showcasing look two: mini dress
4Showcasing look three: chiffon gown
5Final call to shop the collection

Original caption

which look is your favorite? romantic gothic romance from the London @H&M runway the a/w 2026 collection is out now #ad #fashion #runwaylooks

More from @alykima

Product placement

H&M: The brand is mentioned in the caption and spoken aloud as the source of the clothing. It ACTS as the source of the collection being showcased and reviewed. Removing it would change the video as it is the specific brand being promoted.

On-screen text

straight off the runway look 1 look 2 look 3

Transcript

Straight off the runway in London, let's try on pieces from the H&M Autumn Winter 2026 collection. Because what do you mean this is H&M? Look number one, heavily Victorian and Gothic inspired. Look at this corset. Velvet pants are super low rise. Let's try on another. Look two is this romantic mini dress. This feminine romantic for the modern woman. Look at the pearls. Might be my favorite. Now for the gown. Look three is wow. This tattered chiffon gives us more of that romantic Gothic vibe. The chiffon laces up to this open back. And would you believe these were H&M? You can shop the Autumn Winter 2026 collection now.