What’s Next for Glenn Martens? A H&M Collaboration

Today, H&M announced an upcoming partnership with Glenn Martens. The creative director of Diesel (and formally Y/Project) has grown a fan base thanks to his disruptive designs and punk approach to fashion. The same mind behind elevating patchworked, acid wash denim into wearable works of art also livestreamed his Fall 2024 collection, including the entire prep from castings to set design, so people at home could join in on the spectacle. The season before, he hosted a runway-turned-rave that was open to the public, free of charge.

After Martens announced his departure from Y/Project after 11 years in September, the fashion world has eagerly waited to hear his next steps. This morning, Martens joined BoF CEO Imran Amed and Daniel Ervér, president and CEO of the H&M group, onstage at BoF’s annual VOICES conference to share the news. While exciting, it makes sense—the partnership builds on both the brand and Martens’s commitment to creating high fashion that can be enjoyed by the masses.

Starting with its first designer collection with Karl Lagerfeld in 2004, H&M has collaborated with fashion heavyweights including Maison Martin Margiela, Simone Rocha, Mugler and most recently Rokh. After 20 years, its guest collaborations, which present runway-level design at an accessible price point, continue to generate buzz. While nothing is confirmed at this time, we predict the collaboration with Martens will lean heavily into denim, his specialty.