Glenn Martens Reinvents H&M Bestsellers with Fresh Innovations
Approximately a year ago, H&M revealed its collaboration with Belgian designer Glenn Martens. Now, the Swedish fashion chain is offering a sneak peek into their exciting upcoming collection.
“I truly believe this is one of the most inventive partnerships we’ve ever undertaken,” shared Ann-Sofie Johansson, H&M’s creative advisor. “Glenn is a genuine talent and a visionary thinker. These remarkable designs explore archetypes and the essence of daily dressing.”
Celebrating Individualism through Fashion
Martens, who recently explored the heritage of the Belgian brand Maison Margiela, now utilizes the H&M archive as inspiration for this capsule collection. The archive is transformed into a range of womenswear, menswear, and accessories that reflect Martens’ distinctive touch.
This collection emphasizes individuality and personal style, adding an avant-garde flair to everyday pieces. A do-it-yourself aspect and customization options allow wearers to modify silhouettes to create their unique looks. Features such as hooks and eyes on dresses and jeans make this collection a standout, especially from the creative mind behind Diesel.
“I envision this collection as a large family of garments, each with unique uses and personalities. Like people, they evolve daily,” Martens stated. “My focus has always been on the clothes we wear in everyday life. The concepts of archetypes and essentials formed the base for this exceptional project with H&M.”
The collection features trompe-l’œil effects throughout, with designs like a long-sleeve top portraying a printed knit top, and a fitted dress that simulates a checked evening gown. These elements incorporate designs from Martens’ archives. Accessories include a silk scarf modeled after vintage necklaces. The designer takes H&M’s popular velvet skirt and adds a playful kilt twist.
Martens’ Influences and Innovations
His fascination with British humor and non-conformist street style is showcased in various pieces, according to the latest updates from H&M. Checks, tartan patterns, and prints of Scottish castles can be seen on items like hoodies.
Martens’ innovative approach is apparent in cargo trousers and over-the-knee boots, which now have added volume. New materials and techniques, such as foil linings in bomber jackets, blazers, and trench coats, enhance garment shape. An oversized quilted jacket also incorporates wires to create distinct silhouettes. These designs are realized in bags that allow for individualized adjustments in shape.
Alongside necessary accessories like boots and bags, the collection also includes a unique belt designed for draping, sunglasses that resemble two frames, and a hooded checked scarf. For men, there are classic H&M essentials—five-pack underwear and socks with “Glenn Martens” branding included. Notably, steel-toed work boots feature an adjustable leather upper that can be detached with press studs.
At the press presentation, the boxer shorts he wore became a highlight, showcasing his ability to blend personal style with practicality. He jokingly mentioned they would help him easily distinguish his underwear from his partner’s.
The Significance of the H&M x Glenn Martens Collaboration
This marks the first time Martens designs under his own name rather than as the creative director for other brands. His role at Y/Project plays a significant part in shaping this collaboration.
When Johansson and Martens started their partnership around two years ago, the focus was more on Martens as a designer rather than the H&M brand. After Y/Project concluded, he became open to incorporating elements from his previous work into this collaboration—aiming to celebrate that history while making it accessible compared to higher-priced designer pieces.
The partnership’s inception coincided with Martens emerging on H&M’s radar, well before his collaborations with Diesel and Margiela. Yet, his story extends even earlier.
Growing up in Bruges, Belgium, during the 1990s, Martens had little access to fashion until H&M opened. He fondly recalls the retailer’s clothing, which he deemed “poorly secured,” leading to moments where he might pocket items to gift to friends. Today, he finds himself in a new light, selecting pieces from his own collection to share as gifts for the holidays.
Consumers can shop this collaboration both online and at H&M stores worldwide starting October 30. What pieces from the H&M x Glenn Martens collection are you most excited to explore?
This article was translated to English using an AI tool.
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