24 October 2025 |
And where else to celebrate that but London?
No one does a designer collaboration quite like H&M and their latest with Glenn Martens, is shaping up to be their most ambitious yet. Set into motion two years ago, the brand first reached out to Martens when he was overseeing both Diesel and Y/Project. Then came a big life shift in 2025 as he left Y/Project and was subsequently appointed at Maison Martin Margiela. Consider this endeavor to be reflective of that first chapter in his life, what the designer calls his “swan song”, albeit with a democratic twist. “Let’s give it to everybody,” he says of his partnership with the Swedish retailer. The result? A series of pieces that feel creative, fresh, and surreal, but still approachable for fashion fans of all backgrounds.
A marriage of eccentricity and functionality, the collection takes familiar staples and infuses them with Martens’ sensibilities. “They were expecting me to do some kind of design twists of their best sellers”, Martens said about the infant stage of this creative relationship. In some ways he did. From bomber jackets to shirts to belts to boots, wires and foils penetrated almost every piece, allowing you to manipulate the shape. Martens’ signature approach to deconstruction gives garments a transformational quality. “Like people, they grow and change each day”, said the designer. But reimagining staples was just the beginning. H&M’s head of womenswear design Ann Sofie Johansson, wanted to add a touch of Britishness to it. Being that humor plays a role in Martens work, in addition to the designer himself being a fan of British comedy, to accompany the collection’s release the ad campaign stars two English comedic greats: Joanna Lumley and Richard E. Grant alongside new faces.
From left: Jing Huang, Delilah Belle Hamlin, Richard E. Grant, Shygirl, The Dare, Gabrielle & Richie Shazam
To celebrate the launch, where else but London? The two treated editors to an all-day affair that began with a double-decker tour of the city and ended in a British house party held at Skinners Hall. Built in 1670, the historic building is the epitome of British regality and classism, which was reinterpreted in Martens’ vision for H&M. Featuring a dessert table packed with cakes and jellies and a giant topiary-style pigeon, the Sugababes treated guests to a surprise performance while DJs The Dare, Chloé Caillet and Kirollus kept the mood lively. Attended by the likes of Jodie Turner Smith, clad in dramatic boots, Delilah Belle, who gravitated towards a pair of ruched jeans, and Cynthia Erivo, wearing an oversized coat, guests sang the designer’s praises and made a compelling argument for the pieces most likely to sell out immediately.
The H&M Glenn Martens collection will be available in select stores and online on October 30th. Good luck would-be shoppers!
