The new collection of H&M and Glenn Martens The ironic campaign celebrates style and self-expression
Glenn Martens, the Belgian designer who is redefining the contemporary fashion landscape, collaborated with H&M to create an original collection characterized by his distinctive traits. H&M decided to preview the collection: a heterogeneous and versatile selection that includes womenswear, menswear, unisex pieces, and accessories. Martens’ work has always challenged fashion boundaries, and this partnership with H&M demonstrates his commitment to making it accessible to everyone.
Everyday life reinterpreted
The capsule reinvents clothing archetypes in new and unexpected forms. The creative process, the result of extensive research, led Martens to explore H&M’s archive to select iconic pieces beloved by customers, from best-selling t-shirts to timeless denim. Each piece has been reinterpreted in an extraordinary way, playing with trompe-l'oeil effects and customization, using remodeling techniques such as metallic leaf applications. The collection also pays tribute to Martens’ journey as a designer and to his iconic work for Y/Project, with several pieces recalling key elements from his archive.
These are the words the designer used to describe the original collection: “I see this collection as a big family of pieces, with different functions and personalities: just as people evolve and change every day. I have always been fascinated by clothes that are part of our daily lives, and the idea of archetypes and essential pieces was the starting point for this special and joyful project with H&M.”
An ironic, as well as iconic, campaign
