In a collaborative twist, Martens and Johansson have redefined H&M staples through an experimental lens. This partnership notably highlights Martens’ influence on the brand’s popular boxer briefs. “I thrive on experimentation,” he remarks. “The concept was to reinterpret familiar styles with a creative spin. H&M’s bestsellers tend to be monochromatic, so we sought to infuse them with vibrant colors. This led us to explore other wearable archetypes, which ultimately took us to Britain.”
The collection showcases a vivid interpretation of quintessential style anglais, with Martens’ avant-garde designs intersecting with classic styles. Expect to find checkered country shirts, unique bags, and trench coats crafted in his signature metal foil that allows for imaginative silhouettes. Johansson reflects, “The production was quite challenging.” There’s a modern take on preppy cable-knit sweaters, with opened necklines and intricate dye techniques that offer a depth beyond typical hues. Other intriguing pieces include frayed hem jersey items, two-tone denim jeans with playful cuts, distressed denim jackets, trompe-l’œil patterned skirts and dresses, thigh-high denim boots, cotton shirts with adjustable collars, whimsically tinny jewelry, and jerseys featuring the silhouette of a fairytale castle. Martens sums it up, “We wanted to liberate familiar archetypes to embrace a sense of rebellion.”
As for the campaign, set to launch on October 30, it features a captivating shoot in London with Joanna Lumley and Richard E. Grant portraying a humorous yet chaotic royal family. Martens explains, “Every piece is a member of this eccentric, possibly quirky family, yet intriguingly unified.” While the aesthetic nods to British royalty, the true heads of this fashionable household are Martens and Johansson.
Photo: Courtesy of H&M
Photo: Courtesy of H&M
