ICONS ONLY: OUR FIRST LOOK AT H&M GLENN MARTENS HAS DROPPED

Oct 17

words by PHOEBE GIBSON-DOUGALL

H&M is no stranger to collaboration, having worked with a stellar assortment of famous faces and storied brands over the past two decades. From Karl Lagerfeld to Moschino to Matthew Williamson, the Swedish powerhouse has made designer fashion accessible to wider audiences since 2004. It was only a matter of time before cult-favourite Glenn Martens entered the picture, and now H&M can reveal the first look at its hotly anticipated collection with the Belgian auteur.

images courtesy of H&M

The collection offers customers access to never-before-seen pieces alongside Martens’ signatures—versatile, diverse clothes that push the boundaries of contemporary fashion. Amongst the selection of womenswear, menswear, unisex pieces, and accessories, you’ll find everyday essentials reimagined, paying homage to Martens’ iconic work at Y/Project.

The campaign, much like the collection, is humorous and playful, an ode to self-expression and wit. It features acclaimed actors Joanna Lumley and Richard E. Grant, alongside various exciting new faces. The British icons Lumley and Grant act as the matriarch and patriarch of the wacky, anarchic family that take centre stage in the campaign, embodying a new type of British royal family.

Of the collection, Ann-Sofie Johansson, H&M’s creative advisor and head of womenswear, says,

“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. The campaign is so special – already iconic.”

Don’t worry—we’ll make sure to save you a spot in the line on launch day, this is one collection you don’t want to miss!

H&M Glenn Martens launches in selected stores and online from 30 October.