250 music fans got the chance to see Sky Ferreira play an intimate gig in Oxford Circus H&M after hours as part of NME Showcases with H&M Loves Music.
Fans queued up outside the flagship H&M store at Oxford Circus.
In the specially converted fitting rooms, for the night transformed into a neon boudoir, Ferreira performed a full set with her band.
Coming on stage shortly after 9pm, Ferreira laughed that she could touch the ceiling in the intimate space, before launching into ‘Lost’.
The singer ran through soaring pop anthems like ’24 Hours’ and the almost Weezer-esque ‘You’re Not The One.’
She channels high school drama on ‘Ain’t Your Right’ and timeless teen romance on ‘Sad Dream’.
The set drew from her two EPs ‘As If’ and ‘Ghost’ as well as her forthcoming debut album, ‘I Will’.
Fingering the giant ‘FITTING ROOM’ sign hung above the low stage ceiling, she commented that the show was “pretty far out”, before closing the set with the ecstatically received ‘Everything Is Embarrassing’.
After the show, Ferreira opened gifts and trinkets delivered by enthusiastic fans outside, and commented that for her, “music and fashion are one and the same. They’re both forms of expression that I value very much.”
The show marked the climax of a special series of events in H&M stores around the country, previously including special showcases by Tribes in Manchester and Carl Barat in Glasgow.