H&M Throws a Twisted House Party with Glenn Martens in London

H&M has had quite the run this year, and its latest collaboration with Belgian designer Glenn Martens is the cherry on top. To celebrate the forthcoming H&M Glenn Martens collection, the brand hosted an unforgettable event in London on 22 October. The event was a lively, tongue-in-cheek take on the classic British house party that perfectly reflected Martens’ playful yet sophisticated design language.

Held at the historic Skinners Hall,  an elegant 17^th-century guild house. The evening was a joyful explosion of creativity, humour, and style. Guests including Cynthia Erivo, Milly Alcock, Richard E. Grant, Shygirl, Jodie Turner-Smith and Joe Locke arrived dressed head-to-toe in the new collection, transforming the grand venue into a live fashion showcase. South African talents Ponahalo Mojapelo, Nkuley Masemola and Geenah Philander were also spotted among the stylish crowd as friends of the brand.

The party was a full-on celebration of British eccentricity. From a dessert table piled high with cakes and wobbly jellies, to a giant topiary pigeon and sparkling tinsel curtains, every detail was a reference  to the collection’s campaign starring Joanna Lumley and Richard E. Grant. The Sugababes made a surprise appearance, setting the dance floor ablaze with their hits, while DJs The Dare, Chloé Caillet and Kirollus kept the energy high well into the night.

Guests gathered under historic portraits in the Great Hall, where a retro light-up dance floor glowed beneath their feet. The atmosphere felt equal parts nostalgic and modern. It was a seamless blend of Brit heritage and contemporary irreverence that captured the spirit of both H&M and Martens’ vision.

“I’ve always said that the pieces in this collection are like a family,” Martens shared. “It was great to see them come to life on guests on the dance floor and around this amazing building. The event felt like something from a movie – decadent, playful, with something new and exciting around every corner.”

Ann-Sofie Johansson, H&M’s Head of Design and Creative Advisor, echoed the sentiment: “We knew this party had to be something special! The campaign and collection are so playful, so witty, and this event was exactly that. Everyone was on the dancefloor, and the blend of the history of the location with the modernity of the collection brought a very special atmosphere.”

The H&M Glenn Martens collection will officially launch in South Africa on 30 October at H&M Sandton City and online via Superbalist. With all the buzz surrounding this collaboration, we can’t wait to see what’s in store—quite literally.