In a move set to redefine the landscape of accessible luxury, H&M reveals its most anticipated collaboration of the season: the H&M Glenn Martens collection. For the first time, the Belgian designer, a veritable force shaping contemporary fashion, translates his radical vision for a global audience, offering an intimate look at his singular design ethos.
This partnership is a testament to Glenn’s enduring interest in democratising fashion, pushing his conceptual work beyond the runway and into the realm of the everyday. The collection itself is a comprehensive and versatile offering, seamlessly blending womenswear, menswear, and unisex pieces alongside a curated selection of accessories.
At its heart, the collection is a masterclass in deconstruction and reinvention. Glenn embarked on a deep dive into the H&M archive, selecting wardrobe archetypes — from the perfect T-shirt and checked shirt to the iconic bomber jacket and jeans.
Each piece is subverted and reimagined: the familiar becomes extraordinary through trompe-l’œil effects and a sense of deliberate customisation. Sculptural forms are achieved through innovative techniques such as integrated foil and wiring, inviting the wearer to reshape their silhouette and engage directly with the garment.
The collection also serves as a poignant homage to Glenn’s own journey, with subtle nods to his iconic work for Y/Project evident in everything from the signature boot designs to the distinctive prints.
“I see this collection as a big family of garments, all of which have multiple purposes and personalities: like people, they grow and change each day,” Glenn reflects. “I am always interested in the clothes that we really live in, and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project with H&M.”
This sentiment is echoed by H&M’s Ann-Sofie Johansson, who notes: “I truly think this is one of the most creative collaborations we have ever done. Glenn is such a talent and a radical thinker, and these are exceptional designs that play with archetypes and the very essence of what it means to get dressed each day.”
True to form, Glenn infuses the project with his signature wit. The campaign presents a playful twist on the traditional family portrait, featuring a cast led by acting icons Joanna Lumley and Richard E. Grant. This clever casting not only underscores Glenn’s fascination with British humour but also mirrors the UK-centric references woven throughout the collection. A forthcoming London event will celebrate the launch, with details to be announced.
“It was great fun to be a part of Glenn Martens’ and H&M’s special family portrait,” says Joanna. “I always say that the best fashion is rule-breaking – people should wear whatever they want to wear — and I admire Glenn’s daring spirit and eye for twisting things in unusual ways.”
Richard adds: “What a special opportunity to team up with Glenn Martens, Joanna Lumley, and H&M. I love the spirit of the collection — everyone can wear it in their own way and bring out their personality. I enjoyed playing the patriarch of this stylish and yet motley crew!”
