Shop Now The New H&M x Glenn Martens is Now Live: British Heritage Meets Absurdist Fashion Fantasy

H&M x Glenn Martens collection

What happens when you combine humour, surrealism, and conceptual fashion? According to Glenn Martens — the visionary behind Y/Project and Diesel — you get one of the most inventive H&M collaborations yet.

Launching 30 October 2025, the H&M x Glenn Martens collection fuses aristocratic British heritage with Martens’ signature irreverence, resulting in a series of looks that feel both familiar and fantastically strange.

Disruptive and refined in equal measure, Martens has long been hailed as one of the most original voices in fashion. Known for his architectural denim, deconstructed tailoring, and witty silhouettes, he brings an avant-garde intelligence to everything he touches — from Diesel’s subversive streetwear revival to his recent appointment at Maison Margiela. Now, he’s channeling that same playful precision into H&M’s world of accessible luxury.

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In the official press release Glenn Martens said “The idea was to create a kind of aristocratic, British vibe based on shapes, fabrics, and archetypes,” he added “We have tartan, Highland-style knits, rich tweeds, and classic trench coats — all traditional in essence, but each with a Glenn Martens twist.” Expect foiled and wired fabrics, braided knits, manipulated denim, and shape-shifting coats that can be reconstructed by hand — a detail that turns even the most classic tweed jacket into something from another world.

For the campaign, Martens leaned into the eccentricity of Britishness itself, imagining a surreal “fashion family portrait.” The result? A tongue-in-cheek homage to royal formality — with British icons Joanna Lumley and Richard E. Grantstepping into the roles of matriarch and patriarch, surrounded by a cast of diverse “teenagers” including Clym Evernden, Audrey Marnay, and Heather Diamond Strongarm.

At its heart, the H&M Glenn Martens collection is about transformation. Each piece — whether a trench coat, tartan dress, or sculptural bag — is designed to shift between moods: formal and informal, classic and rebellious, quiet and bold. “They’re like people,” says Martens. “Always changing, growing, feeling different each day.”

This collaboration marks a new chapter in H&M’s ongoing evolution — one that celebrates fashion as both intellect and emotion, tradition and reinvention. Expect it to sell out fast.

Available from 30 October 2025 in selected stores and online at hm.com.

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