A playful campaign starring Joanna Lumley and Richard E. Grant celebrates authenticity and self-expression.
H&M unveils for the first time the H&M Glenn Martens Collection, one of the most anticipated collaborations of the year. The collection will be available at H&M Ermou 54, Athens, and on hm.com from October 30.
Belgian designer Glenn Martens continues to shape the landscape of contemporary fashion, and this new collaboration gives the public the opportunity to own pieces that reflect his creative identity.
Martens’ work has always challenged the boundaries of fashion, and this collaboration with H&M reflects his vision of democratizing fashion and bringing it closer to everyone. For the first time, the entire collection is presented — a diverse and versatile range that combines womenswear, menswear, unisex pieces, and accessories.
The collection redefines archetypal garments, giving them fresh, unexpected twists. Drawing inspiration from H&M’s archive, Martens selected iconic consumer favorites — from best-selling t-shirts and check shirts to bomber jackets and jeans. Each piece is creatively reinterpreted, playing with trompe-l’œil and customization, while many are designed to be transformed by the wearer through reshaping techniques such as foil and wire, creating sculptural forms.
The collection also pays tribute to Martens’ journey as a designer and his signature work at Y/Project, with several pieces — from boots to prints — referencing milestone designs.
“I see this collection as a big family of garments, each with multiple functions and personalities — like people, evolving and changing every day. I’ve always been interested in clothes we truly live in, and the idea of archetypes and wardrobe essentials was the starting point for this special and enjoyable project with H&M.”
– Glenn Martens
“I genuinely believe this is one of the most creative collaborations we’ve ever done. Glenn is a unique talent and a radical thinker — his creations play with archetypal garments and the very essence of dressing. The campaign is outstanding — already iconic.”
– Ann-Sofie Johansson
Humor is a central element of Martens’ work, and both the collection and the campaign embrace a spirit of playfulness and self-expression. For the campaign, Martens presents a new take on the family portrait, featuring Joanna Lumley and Richard E. Grant, alongside fresh new faces. The cast reflects Martens’ fascination with British humor and the UK references that run through the collection. Both the campaign and collection will be celebrated with an event in London, with more details to follow.
“It was truly fun to be part of Glenn Martens’ and H&M’s family portrait. I always say the best fashion is the one that breaks the rules — people should wear whatever they want — and I admire Glenn’s bold spirit and creative vision.”
– Joanna Lumley
“What a special opportunity to work with Glenn Martens, Joanna Lumley, and H&M. I loved the spirit of the collection — everyone can wear it their own way and showcase their personality. The shoot was amazing! I enjoyed playing the ‘patriarch’ of this stylish and… unpredictable family!”
– Richard E. Grant
Read more about the collection here.
