H&M and Glenn Martens: a promising collaboration

H&M has announced a new collaboration with Belgian designer Glenn Martens at BoF Voices 2024. A new capsule collection will be launched in 2025.

A strategic alliance for H&M

H&M continues its commitment to designer fashion. After organizing an exceptional sale featuring 20 years of prestigious collaborations, the Swedish brand is now teaming up with Glenn Martens. This partnership marks a turning point for the giant, which wishes, according to Business of Fashion, to “reaffirm its fashion credentials”.

Present on stage with the CEO of H&M, Glenn Martens revealed a few details about this capsule. He promises a “personal, eccentric and experimental” collection, which he describes as made up of “little monsters”. This announcement coincides with Martens’ recent departure from the artistic direction of Y/Project, which he had headed for over ten years.

A tradition of emblematic collaborations

Since 2004, H&M has collaborated with major fashion figures. Karl Lagerfeld, Stella McCartney, Versace and Mugler have all left their mark on this creative adventure. Glenn Martens thus becomes the 21ᵉ guest on this program, continuing a tradition that has kept H&M at the heart of trends.

Fashion to discover in 2025

The collection, still a secret, could reflect Glenn Martens’ unique aesthetic: gender fluidity, subversion, graphic experimentation and bold layering. This style, which marked his time at Diesel, suggests an innovative and provocative line, true to his vision.

With this collaboration, H&M is poised to write a new chapter in its creative history. See you in 2025.

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