In a move that seamlessly merges high-concept design with high-street accessibility, H&M unveils a collection that celebrates versatility, playfulness, and sculptural creativity.
The Belgian designer, renowned for his deconstruction of classic silhouettes, brings his radical vision to the Swedish retailer. At a global press conference in Paris, H&M’s creative advisor, Ann-Sofie Johansson, described the partnership as a logical next step. “We have had Glenn on our radar for a while,” she said, underscoring the brand’s mission of “giving people access to a brand or designer that they otherwise might not be able to buy.” The key, she added, was “finding someone who fits with H&M’s style” to “find a balance in democratising fashion.”
That balance is struck at the very foundation of the collection. The result is a celebration of interactive fashion, built on the core principle of versatility. “Every garment can be worn more sleek or more manly. So many pieces are malleable. We have so many personalities; it’s important to play with versatility,” Glenn explained, inviting wearers to become co-creators of their look.
This philosophy extends to every accessory, most notably the collection’s sculptural bags. With palpable enthusiasm, Ann-Sofie said, “On his bag, I think it’s a dream. It’s a sculpture. The bag — scrunch.”
For Glenn, the collaboration represents the culmination of a long-standing narrative. He confessed with a smile to a “love affair with H&M,” even joking that he had “shoplifted” from the retailer in his youth — a testament to its ingrained presence in the fashion landscape. While he admits “my designs get a bit extreme,” he praised the synergy of the partnership: “As a creative director and designer, it is so fantastic to develop pieces that can be produceable. With H&M, they know how to do things so we can design deeply into things.”
