After Magda Butrym, H&M is resetting the style counter and plugging in Glenn Martens, the Belgian designer, master of diversion and king of sartorial twists. This time, it's time for the H&M x Glenn Martens collaboration, a collection as free as it is irreverent, where fashion folds, creases, and sculpts itself at will. A collaboration tailored for those who love to wear fashion as much as they love to shake it up,available from October 30, 2025, online and in selected stores.
With Martens, audacity becomes a team sport. "I see this collection as a big family of clothes," he says—meaning pieces with double, triple, or even quadruple personalities. Iconic jeans become transformative, bomber jackets play chameleons, and T-shirts undergo a (de)construction cure. Thanks to metallic threads and materials thermally bonded with a metallic foil, everyone can shape their look like haute couture in a kit.
Drawn from the H&M archives, the collection revisits everyday basics with a trompe l'oeil couture twist: a mutable wardrobe, free in tone and form, that echoes the mischievous genius of the Y/Project designer. Glenn Martens' signature humor infuses even the campaign, where the British family portrait becomes a pop painting: Joanna Lumley and Richard E. Grant sit enthroned as eccentric cousins with a very tongue-in-cheek chic.
A capsule collection that makes waves, but not waves. A versatile wardrobe, as smart as it is irreverent, to wear and personalize without moderation!
