Glenn Martens is collaborating H&M

H&M has made a surprise announcement of a new collaboration with Glenn Martens, creative director of Diesel, resulting in an exclusive capsule collection set to launch in 2025. The announcement, made by H&M Group President and CEO Daniel Ervér alongside Martens during an interview with Imran Amed at BoF VOICES 2024, marks a strategic move by the Swedish fast-fashion giant to enter the business of designer collaborations and boost the brand's revenue amid stagnant sales. This collaboration is part of a broader transformation effort under Ervér’s leadership, aimed at revamping the brand’s image by refreshing its main collections and giving a facelift to 250 of its stores. On the collaboration front, H&M has focused on high-impact events and a partnership with Charli XCX.

In fact, H&M pioneered luxury designer collaborations, starting with Karl Lagerfeld and extending to Rei Kawakubo of Comme des Garçons and Donatella Versace. This year, however, Zara has claimed the crown for collaborations within the fashion world. The partnership with Martens, however, promises to be a worthy rival to Zara's collaboration with Stefano Pilati — perhaps the most notable of the year. With this project, H&M aims to reassert its relevance in a highly competitive market where fast fashion and sustainability often clash, highlighting its renewed commitment to creativity and quality. If successful, Martens' capsule could mark a pivotal moment for the brand's future, proving that accessible fashion can still be relevant.