H&M Just Announced a Collaboration With Glenn Martens
Launching later this month.
H&M is no stranger to a designer collaboration, but its latest team-up is one that’s very close to our hearts. Joining forces with the beloved Belgian fashion designer Glenn Martens, the latest collaboration celebrates Martens’ signature design aesthetic along with never-before-seen designs.
Described by Martens in a press conference as a sort of love letter to Y/Project, the collection features subtle nods to the brand’s archival designs. “[I thought] maybe we should give this a little swan song to Y/Project and give this a bit of an extra moment of celebration instead of just putting it in the cupboard and having it like die in the darkness. So that’s when I thought like, well, let’s put some of the creative twists into this H&M collaboration,” the designer shared.
Launching across womenswear, menswear and accessories, the collection also offers a range of unisex pieces. As for the process, Martens delved deep into H&M’s rich archive of pieces, ranging from signature T-shirts to checked shirts and jeans. Reimagining the classics with new and unexpected forms, trompe l’oeil techniques and added customization, the collection also features pieces crafted with foil and wiring, that can be transformed by the wearer.
I’m quite known to be quite conceptual in my designing process. So I do like to start with something that exists and then like try to have a flash of conceptualism on it and then f-ck it up, basically, turn it around,” he added.
Speaking about the decision to team up with Martens, H&M’s Creative Advisor Ann-Sofie Johansson said: “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.”
Celebrating the release is a campaign that’s quintessentially Martens, playing into his tongue-in-cheek humor with a British twist. Reimagining the classic family portrait, the campaign stars Joanna Lumley and Richard E. Grant alongside a cast of eccentric characters who embody the vibrant collection.
Take a look at the campaign stills above and stay tuned for the official launch on October 30.
