H&M India has announced a strategic partnership with HYBE INDIA to strengthen its long-standing connection with music and youth culture. Through the ‘ICONS IN THE MAKING’ campaign, H&M joins the HYBE INDIA Audition in its search for India’s next global girl group.
Rooted in the belief that fashion and music are powerful platforms for self-expression, the campaign aims to empower emerging talent to embrace their identity, creativity, style, and voice.
Experiential Pop-Ups Across Key Cities
The ‘ICONS IN THE MAKING’ campaign will unfold through a series of interactive pop-ups at HYBE INDIA Pop-up Parks across multiple cities, including Guwahati, Mumbai, Pune, Hyderabad, Bangalore, and Delhi from May to June.
These pop-ups are designed as immersive spaces where fashion, beauty, and music converge. Visitors can engage with:
- Glam stations featuring H&M Beauty
- Interactive games and giveaways
- Photo opportunities to capture personalised style moments
The initiative encourages participants to explore and express their individuality while stepping into a pop culture-inspired environment.
Audition Platform and Participation
In addition to on-ground experiences, select malls across these cities will host dedicated booths for online audition submissions and content creation. These installations aim to transform everyday spaces into creative hubs for aspiring artists.
HYBE INDIA’s online auditions are open from March 31 to July 31, providing a nationwide platform for discovering emerging talent.
Leadership Perspectives
Helena Kuylenstierna, Director, H&M India, said:
“Music, much like fashion, has the power to break boundaries, build communities, and give people the confidence to express who they truly are. With our campaign and our partnership with HYBE India, we’re creating a platform that supports emerging talent, and enables them to explore their creative identity. Our ambition is to inspire young women to shape culture in their own unique voice.”
Dahae Lee, COO of HYBE INDIA, said:
“Through our partnership with H&M India and the ‘ICONS IN THE MAKING’ campaign, we are building a bridge between music, fashion, and self-expression,” said Dahae Lee, COO of HYBE INDIA. “This collaboration reflects HYBE INDIA’s commitment to discover and nurture emerging talent, while providing them with a meaningful platform to grow, connect, and step confidently toward a global stage. The new generation isn’t afraid to be bold or express themselves with confidence, and we’re here to support and champion their journey as they shape the evolving narrative of youth culture.”
Strengthening Music-Fashion Synergy
This collaboration builds on H&M India’s continued engagement in the music space, including partnerships with artists and music festivals. The initiative further reinforces the brand’s commitment to celebrating culture, creativity, and self-expression among the next generation.
Website Links
- H&M X HYBE Audition Website: hybe-india
- Audition Website: https://india.hybeaudition.com/
