If there’s one thing H&M knows how to do, it’s keep fashion fans on their toes. The high street giant has made a habit of teaming up with the world’s most covetable design houses — from Balmain’s sculptural drama and Moschino’s pop extravagance to Maison Margiela’s deconstructed cool. Each collaboration becomes a cultural moment — and this year’s partnership with Glenn Martens is no exception.
Known for his architectural mind and directional work at Y/Project and Diesel, Martens has given H&M the kind of haute edge we didn’t know we needed — and we’re obsessed. The upcoming collection, dropping October 30, is pure fashion alchemy: re-engineered trenches, manipulated denim, braided knits, and those sculptural thigh-high boots that could have stepped straight off a Y/Project runway.
It’s all about transformation — pieces that shift, twist, and drape with movement, inviting wearers to play and experiment. Martens’ vision is rooted in British heritage — tartans, tweeds, and rich wools — but reimagined through his avant-garde lens. The result? A wardrobe that feels familiar yet completely new; traditional tailoring turned on its head.
Even the campaign feels like a wink to fashion’s storytelling instincts — a “family portrait” featuring Joanna Lumley and Richard E. Grant, blending irony, nostalgia, and theatre. It’s part fashion fantasy, part cultural statement.
H&M’s designer collaborations have always blurred the line between accessibility and aspiration — they let us touch couture energy without the couture price tag. But Glenn Martens? He’s taken that idea and elevated it into an art form.
Because if fashion is about evolution, this collaboration proves one thing: the high street just went high concept — and those boots are officially the moment.
