h&m x glenn martens celebrate collection launch in london & berlin

How do you launch the most anticipated fashion collab of the season? If you’re H&M and Glenn Martens, you simply take over two cities. This week saw a 48-hour fashion whirlwind as the collection was celebrated with two joyfully exuberant parties in London and Berlin, drawing a high-voltage crowd from fashion, film and music for a non-stop celebration of pure, expressive fun.

First, London on October 22nd, which brilliantly channelled the campaign’s core themes of “British humour and heritage.” Set in the historic Skinners’ Hall, a magnificent guild house dating to 1670, the night felt like a surreal and decadent twist on a classic British house party. 

Guests including our favourite Wicked Witch of the West, Cynthia Erivo, Jodie Turner-Smith and the collection’s own campaign star, Richard E. Grant, mingled amongst dessert tables piled high with cakes and jellies and a comically giant topiary-style pigeon. The nostalgic, high-energy mood was sealed by a surprise performance from the iconic British pop group, Sugababes, while DJs like Chloé Caillet and The Dare supplied the soundtrack.

The following evening, the scene shifted to Berlin for a completely different, yet equally unapologetic, energy. Taking over the iconic Victoria Haus, a landmark building with a carefully restored heritage façade, the event surpassed all our expectations. Guests including Toni Garrn, Caro Daur, Harriet Herbig-Matten and Stefanie Giesinger explored a captivating, custom-built mirror maze installation, where semi-transparent screens played behind-the-scenes content. The night was driven by an electrifying mix from DJs Gabrielle Kwarteng and Ryan Elliott, pausing only for a dramatic mid-party moment when the lights dropped for a live-feed unveiling of the collection across massive LED screens.

Both events, each welcoming over 300 guests dressed in the collection, perfectly captured the vibrant, self-expressive spirit at the heart of the H&M Glenn Martens collaboration

The collection itself is set to launch in selected stores and online on October 30th.

photography. courtesy of Darren Gerrish (London), Isa Foltin (Berlin)
words. Gennaro Costanzo