The designer’s latest collaboration reworks classic archetypes through experimental construction and heritage references
Glenn Martens is introducing a new collaboration with H&M that merges the brand’s archive with his own distinct design vocabulary. Launching October 30, 2025, the collection reflects Martens’ ongoing exploration of transformation, layering conceptual ideas with an accessible, everyday sensibility.
Known for his directional work at Y/Project and Diesel, Martens approaches the project with a focus on structure, silhouette, and adaptability. The collection reinterprets familiar wardrobe staples through manipulated denim, braided knits, wired outerwear, and deconstructed trench coats. Many of the garments are designed to be reshaped or adjusted, allowing multiple interpretations of a single piece.
A strong British influence runs through the collection, seen in the use of tartans, tweeds, boiled wool, and structured tailoring. Classic elements are offset by experimental construction, creating tension between heritage and innovation.
The campaign mirrors this contrast, casting a fictional fashion family styled with a surreal twist on traditional portraiture. The lineup includes Joanna Lumley, Richard E. Grant, and a cast of emerging talents, positioning the collection at the intersection of tradition and play.
With this collaboration, Martens continues to test the boundaries of ready-to-wear, blending historical references with his signature architectural approach to design. The H&M Glenn Martens collection will be available globally in select stores and online.
