A Celebration of Individuality and Self-Expression
H&M unveils its latest designer collaboration with Glenn Martens through a playful campaign featuring Joanna Lumley and Richard E. Grant. The film captures the spirit of individuality, creativity, and humor that defines the Belgian designer’s work.
India, 17 October 2025: The much-anticipated H&M Glenn Martens Collection marks a bold new chapter in accessible luxury. Known for redefining contemporary fashion, Martens brings his distinctive aesthetic to a wider audience through this partnership.
Twisting Wardrobe Classics into Modern Art
The collection blends womenswear, menswear, unisex pieces, and accessories. Martens reimagines everyday staples—like T-shirts, checked shirts, bomber jackets, and jeans—into sculptural pieces that challenge convention.
Through innovative techniques such as trompe-l’œil, foil detailing, and wired shaping, each garment can be transformed by the wearer, adding a personal and interactive element to dressing.
In addition, several designs pay homage to Martens’s career, with prints, boots, and silhouettes that recall his celebrated work for Y/Project.
“I see this collection as a big family of garments, all of which have multiple purposes and personalities: like people, they grow and change each day. I am always interested in the clothes that we really live in, and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project with H&M,” said Glenn Martens.
A Radical Take on Everyday Fashion
Ann-Sofie Johansson, H&M’s Head of Design, added:
“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.”
Her remarks highlight how Martens challenges traditional fashion by blurring the lines between art, utility, and individuality.
Humor Meets High Fashion
True to Martens’s creative DNA, humor takes center stage in both the collection and its campaign. Presented as a whimsical family portrait, the campaign stars Joanna Lumley and Richard E. Grant alongside new-age talents. This playful mix of characters celebrates British wit and eccentricity while reinforcing Martens’s belief that fashion should be joyful and expressive.
“It was great fun to be part of Glenn Martens’s and H&M’s special family portrait. I always say that the best fashion is rule-breaking – people should wear whatever they want to wear – and I admire Glenn’s daring spirit and eye for twisting things in unusual ways,” said Joanna Lumley.
“What a special opportunity to team up with Glenn Martens, Joanna Lumley, and H&M. I love the spirit of the collection – everyone can wear it in their own way and bring out their personality. The shoot was a riot! I enjoyed playing the patriarch of this stylish and yet motley crew,” added Richard E. Grant.
Launch Details
The H&M Glenn Martens Collection will launch in selected stores and online at hm.com from 30 October 2025.
