Viral wellness brand Hello Nancy makes London Fashion Week debut with Ray Chu

Fashion designer Ray Chu partnered with sexual wellness brand Hello Nancy for his SS27 London Fashion Week presentation last Friday, bringing a refreshing, playful take on pleasure to the show.

The collaboration saw Hello Nancy join the Ray Chu presentation with an activation that felt less like a conventional brand activation and more like a natural extension of the collection. Guests were invited to explore Hello Nancy’s colourful, fruit-inspired products alongside the new sports-inspired launches Smash and Ace.

In selected styles, Hello Nancy products, including the viral favourite Lem, which has sold more than one million, were styled as accessories on the models: held in the hand, clipped into styling, attached to a bag or garment, or incorporated naturally into the silhouette. The intention was simple: to showcase pleasure and sexual wellness as part of everyday life without making it feel like a sensationalised statement piece.

Playful Accessorising on the Runway

“Fashion has always had the power to make people look at familiar things differently,” says Ray Chu. “With Hello Nancy, I wanted to create something that was a little unexpected, exuding both confidence and whimsy. Their products are playful by nature, and the fruit-shaped forms worked beautifully with the collection's energy. Rather than treating pleasure as something separate from daily life, we wanted to integrate it naturally within the styling and the atmosphere of the show.”

Normalising Wellness in Everyday Culture

The partnership reflects a shared belief between Hello Nancy and Ray Chu that self-expression need not be overly serious to be meaningful. Ray Chu’s work is known for its cheeky energy, inclusivity, and willingness to blur categories. Hello Nancy brings the same openness to the sexual wellness category, creating approachable products that encourage curiosity and exploration.

Hello Nancy co-founder Rachana Ramchand says “At Hello Nancy, we believe that pleasure has a place in the wider self-care and wellness conversation. Ray Chu speaks the same language as Hello Nancy: approachable, but also exciting and unapologetic. This collaboration allows us to show up in a fashion context that feels organic and true to us, and makes room for people to normalise sexual wellness and see it in a different light.”

The RAY CHU x Hello Nancy collaboration was revealed during the RAY CHU SS27 presentation at London Fashion Week on Friday 18 September 2026.

For more information on Nancy please visit hellonancy.com.

Image Credit: Stephen Lawrence