• Text by Katie Bradshaw

H&M has collaborated with Belgian fashion designer Glenn Martens to release a collection that suits every kind of person.

“I grew up in Bruges, which is a very small provincial town in Belgium, right? There was nothing there that really reflected youth or teenage life, or, you know, the fun of the ’90s. And then H&M came in, and I remember that being like a bomb in the city — suddenly, whatever you saw on MTV, you could actually find in a store,” Martens told V Magazine.

This collection creates new archetypes by twisting old ones. Martens made sure this collab had quality staples, like t-shirts, to the fall must-have pieces like bomber jackets, jeans, and checked shirts.

Each piece has its own story as it plays with foil and wiring to allow for sculptural forms and customization. This collection with H&M pays tribute to Martens’ time as a designer for Y/Project. No matter if it’s a print or a boot, there is a nod to his archival work. 

Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M
Courtesy of H&M

Though the collection launches on October 30th, on the 22nd, H&M and Martens celebrated the launch with an event in London. Cynthia Erivo, Milly Alcock, Richard E. Grant, Shygirl, Jodie Turner-Smith, and Joe Locke attended the event dressed to the nines in the new collections.

Courtesy of H&M
LONDON, ENGLAND – OCTOBER 22: Jodie Turner-Smith attends H&M Glenn Martens on October 22, 2025 in London, England. (Photo by Darren Gerrish/WireImage for H&M)
LONDON, ENGLAND – OCTOBER 22: Harrison Patrick Smith aka The Dare attends H&M Glenn Martens on October 22, 2025 in London, England. (Photo by Darren Gerrish/WireImage for H&M)
LONDON, ENGLAND – OCTOBER 22: Gabbriette attends H&M Glenn Martens on October 22, 2025 in London, England. (Photo by Darren Gerrish/WireImage for H&M)
LONDON, ENGLAND – OCTOBER 22: Joyce Cisse attends H&M Glenn Martens on October 22, 2025 in London, England. (Photo by Darren Gerrish/WireImage for H&M)
LONDON, ENGLAND – OCTOBER 22: Jihoon Kim attends H&M Glenn Martens on October 22, 2025 in London, England. (Photo by Darren Gerrish/WireImage for H&M)

The night was a twist on the classic British house party featuring DJs like The Dare, Chloé Caillet, and Kirollus, and British icons Sugababes.

“It kind of went quite naturally into the archetype of Britain, which is like the tartan skirts, the flannel shirts,” Martens told V about the collection and why London was important.

Glenn Martins H&M features 24 looks and will be available in select stores and online at hm.com on October 30th.

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