H&M’s London runway got an unexpected guest — again.

Just days after PETA disrupted H&M Group-owned COS’s show in New York, the animal-rights group has staged another runway protest, this time at H&M’s London Fashion Week presentation on September 17.

Three protesters walked onto the runway carrying signs reading “H&M: Wool is BLOODY Cruel. Drop It!”, interrupting the show as models continued down the catwalk.

The protest comes after PETA called on H&M Group to stop using wool, citing an investigation into a NATIVA-certified South African wool operation it says is connected to the group’s supply chain. PETA alleges that sheep were mistreated during shearing and left with serious injuries.

This time, the confrontation stayed calm. Security allowed the protesters to leave the runway before escorting them from the venue, avoiding the physical altercation that made headlines at COS in New York involving CFDA chief Steven Kolb. Kolb later apologised and took a voluntary leave of absence.

Away from the disruption, H&M’s presentation explored fashion through a wider artistic lens, with a ballerina opening the multisensory show and creative direction from Calum Knight, son of photographer Nick Knight.