Fast Fashion’s Swedish leader H&M has announced Glenn Martens, former creative director of Diesel and Y/Project and recently of Maison Margiela, as its new guest designer. While this unexpected collection drops on the 30th of the month, we already took a peek and there’s a lot to say.
H&M has shown its dedication to blending high-fashion with accessible style before with countless creative partnerships, but bringing Martens on board means bringing his unique perspectives that challenge fast-fashion alongside. This time the collection goes beyond creating wearable pieces. It’s all about offering a glimpse of innovation that is usually reserved for the runway. We like to look at it as proof that H&M is positioning itself as a label that is willing to offer its audience a taste of bold, elevated streetwear design, at a price point that is inclusive and approachable.
With a nod to his Y/Project heritage, Martens delivers deconstructed silhouettes, Gen Z approved patterns, oversized tailoring, broken down knitwear, giant slouchy boots and an everything-denim philosophy. The collection mixes muted tones with hints of popping color, exploring the contrast between structured suiting and fluid fabrics, layered in unforeseen combinations that feel intentionally refined.
After going through the H&M archive and putting Martens’ signature on it, this collaboration makes us look beyond the hanger. We see it as a statement of the evolving role of fast-fashion and a reminder that this can be exciting again. This is your open call to experiment, engage and rethink what approachable design can look like.
