A playful campaign, starring Joanna Lumley and Richard E. Grant, celebrates individuality and personal expressiveness.
H&M is pleased to unveil for the first time the much-anticipated H&M x Glenn Martens collection.
The Belgian designer is redefining the landscape of contemporary fashion, and this new collaboration offers a wide audience the chance to discover original creations, alongside iconic pieces signed by Martens.
Martens’ creations have long surpassed the conventional boundaries of fashion, and the partnership with H&M reflects his desire to make fashion accessible to everyone. Now, for the first time, the entire collection is revealed a diverse and versatile range of items that combines womenswear, menswear, unisex pieces, and accessories.
The collection reinterprets wardrobe archetypes, transforming them into new and unexpected forms. The extensive research process led Martens to explore the H&M archive, selecting a series of key pieces beloved by consumers from best-selling T-shirts and must-have checkered shirts to bomber jackets and classic jeans. Each item is reinvented through a completely new design that plays with trompe-l’oeil effects and personalization elements. Many of the items can even be transformed by the wearer, thanks to the use of innovative reshaping techniques, such as the application of foils or wires that allow the creation of sculptural forms.
The collection also pays homage to Martens’ creative journey and his emblematic creations for Y/Project. Numerous pieces in the collection from boots to prints subtly reference archival models that have defined his unique style.
“I see this collection as a big family of garments, each with multiple functions and personalities: like people, they grow and transform every day. I am always interested in the clothes we truly live in, and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project created together with H&M,” said Glenn Martens.
“I truly believe this is one of the most creative collaborations we have ever done. Glenn has exceptional talent and radical thinking, and these creations are outstanding, playing with archetypes and with the very essence of getting dressed every day. The campaign is truly special already iconic,” added Ann-Sofie Johansson.
Humor is a central component of Martens’ creations, and both the collection and the campaign emphasize playfulness and personal expressiveness. For the campaign, Martens proposes a reinterpretation of the family portrait, with a group of characters including Joanna Lumley and Richard E. Grant, alongside new and interesting faces. The casting choice references Martens’ fascination with British humor and the multiple elements inspired by the United Kingdom that run through the collection. The campaign and the collection will be celebrated at an upcoming event in London, with full details to be announced soon.
“It was a wonderful experience to be part of the special family portrait created by Glenn Martens and H&M. I always say that the best fashion breaks the rules people should wear whatever they want and I admire Glenn’s bold spirit and the way he reinterprets things in unusual ways.” Joanna Lumley
“What a special opportunity to collaborate with Glenn Martens, Joanna Lumley, and H&M! I love the spirit of the collection anyone can wear it in their own way, expressing their personality. The photo shoot was truly extraordinary! I enjoyed playing the role of the patriarch in this stylish yet eclectic team.” Richard E. Grant
The H&M x Glenn Martens collection will be available at the H&M store in Băneasa Shopping City and online at hm.com starting October 30.
