Overview
- The campaign, shot in London, features Joanna Lumley and Richard E. Grant playing a parodic royal family in a staged family portrait.
- The collection reworks H&M bestsellers into interactive garments with internal wiring and foil so wearers can sculpt trenches, plaid shirts and other staples.
- Ann-Sofie Johansson and Martens say H&M cracked production of the foil/wiring technique and a complex boot design that Y/Project could not bring to market.
- Martens frames the project as a final public bow for Y/Project following the label’s closure, while he continues creative leadership roles at Diesel and Maison Margiela.
- Many items bear Martens’s name, including underwear, making this reportedly only the second H&M collaboration released under an individual designer’s name after Karl Lagerfeld.