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H&M is no stranger to designer collaborations, but its latest partnership is turning heads. The retailer has teamed up with Belgian designer Glenn Martens to unveil a collection that blends Martens’ signature conceptual style with entirely new designs.

The collection features men’s and women’s clothing, accessories, and gender-neutral pieces, all reimagining classic wardrobe staples. Martens explored H&M’s archives—think basic T-shirts, plaid shirts, and jeans—to transform them with new silhouettes, trompe l’oeil techniques, customization, and foil or frame elements that can be adjusted by the wearer.

“I’m known for creating conceptual pieces. I like starting with an existing item, giving it a conceptual twist, and then completely turning it upside down,” Martens explained.

The campaign exudes Martens’ trademark British humor, reinterpreting a traditional family portrait with flair. Featuring Joanna Lumley, Richard E. Grant, and a cast of eccentric characters, the visuals perfectly reflect the collection’s energetic and playful spirit.

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