NO PERMISSION x MAX&Co.: London Fashion Week Ends With a Night of Music, Fashion and Culture

A two-part celebration brought together more than 350 guests at the MAX&Co. Regent Street flagship before moving into a packed late-night session at 77.

London Fashion Week took on a distinctly nocturnal energy as NO PERMISSION x MAX&Co. brought fashion, music and culture together across two London venues on September 17.

The evening began at the MAX&Co. flagship on Regent Street, where a space designed for 100 guests welcomed more than 350 people. A queue extended down the street as guests gathered for the opening celebration, with Lulah Francs providing an almost entirely vinyl soundtrack that transformed the store into a dance floor.

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The night then moved at 10 p.m. to 77, where the atmosphere intensified. With the venue completely full and most tables sold out, the second part of the event became a meeting point for fashion, music and London’s wider creative community.

Remixia opened the night, drawing a strong following to the room before Paloma Le Friant, MAX&Co.’s brand ambassador and daughter of Bob Sinclar, took over with a set moving through house, Afro and Latin-influenced sounds.

Wolfram closed the night with his retro-inspired sound, bringing the evening toward its final hours.

Visual artist Framedealer added another layer to the experience, with visuals projected across the venue’s screens becoming one of the night’s talking points. The room itself reflected the crossover at the heart of the event, bringing together recognizable faces from fashion, music and culture, with Baby Keem among the guests.

What made the evening notable was its ability to move naturally between fashion retail, nightlife and music culture. Rather than treating Fashion Week as something confined to the runway, NO PERMISSION x MAX&Co. placed the social and cultural energy surrounding London Fashion Week at the center of the experience.

From the crowd gathered outside the Regent Street flagship to the packed dance floor later that night, the event captured another side of Fashion Week—one where fashion becomes a meeting point for different creative communities.

NO PERMISSION x MAX&Co. demonstrated that during Fashion Week, the runway is only one part of the story. Sometimes, the culture continues long after the last look leaves the catwalk.

Photography: William Tong (@__datphoto)