H&M Taps UK Icons for Avant-Garde Glenn Martens Collection Campaign

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…