The highly anticipated H&M Glenn Martens Collection launches across select H&M stores and online at hm.com, marking a transformative moment in contemporary fashion. Crafted in collaboration with Belgian designer Glenn Martens, the collection infuses traditional British heritage with Martens’s signature avant-garde style, resulting in a versatile lineup of sculptural, interactive garments and playful campaign visuals.
Glenn Martens: Visionary Designer Shaping Fashion in 2025
Glenn Martens—currently Creative Director of Maison Margiela and celebrated for his work with Diesel and Y/Project—is recognized for bridging irreverence with refinement, disrupting boundaries between luxury, art, and everyday essentials. His garments are constantly in flux, encouraging interaction and resisting conventional constraints. In his atelier, fashion becomes both an intellectual pursuit and an emotional experience — somehow radical, romantic, and ultramodern all at once.
British Heritage and Conceptual Reinvention
“I tried to get an aristocratic, British vibe into the collection based on shapes, fabrics and archetypes,” Martens explains. “From afar you might say, ok this is a really classic tweed jacket. But once you have it in your hands, you can see that it is completely from a different world.”
Materials such as rich tweeds, tartans, and Scottish boiled wool are reimagined with foil, wiring, and trompe l’oeil details, allowing wearers to customize silhouettes and create sculptural forms. A double-breasted tweed coat, for example, features a blend of acrylic, wool, polyester, polyamide, cotton, and silk for innovative structure and comfort. Martens’s approach allows pieces to be transformed—convertible pieces that change their structure, accentuating or concealing whichever part of the body you prefer, thanks to metallic finishes and concealed wiring.
The Eccentric Royal Campaign: Portraits In London
The playful campaign centers on a royal family portrait, shot in London and featuring British acting legends Joanna Lumley and Richard E. Grant as matriarch and patriarch. These icons are joined by models Clym Evernden, Audrey Marnay, Jum Kuochnin, Heather Diamond Strongarm, and Clara Denison, portraying the teenagers reflecting Martens’s fascination with British humor and aristocratic storytelling.
“I wanted the campaign to portray an absurd group of people to reflect the fact that the collection archetypes are quite diverse. So the idea of a family portrait felt really fitting. Also, since the collection has a kind of Britishness to it, I felt it would be fun to put an eccentric spin on the kind of aristocratic or royal portrait you would see in the nineteenth century,” Martens notes.
Multiplicity: Personality and Transformation
“I see the collection as a big family of garments,” Martens explained, “all of which have multiple purposes and multiple starting points. They all have different personalities at different times — formal, informal, loud, quiet, rule-breaking, classic — and can be styled and interpreted in different ways. Just like people, they are themselves, but they are also always changing and growing and feeling different each day.”
This transformative philosophy is evident in signature pieces—manipulated denim, braided and deconstructed knits, printed dresses, reengineered trench coats, theatrical jewelry, hip-high boots, and convertible bags.
A New Chapter in Designer Collaborations
This collection joins the legacy of H&M’s iconic designer partnerships, featuring names like Karl Lagerfeld, Olivier Rousteing, Stella McCartney, Rei Kawakubo, and Versace—continuing H&M’s tradition of making creative luxury accessible to all.
Final Reflections
The H&M Glenn Martens Collection, launching October 30, 2025, stands out as a celebration of humor, British heritage, transformation, and accessibility—its fashion family ready to change with each wearer and each day. Martens’s masterful touch ensures this capsule is not just a clothing collection, but a narrative in motion: Just like people, they are themselves, but they are also always changing and growing and feeling different each day.
