Overview
- The collection launched on October 30 with in‑store and online availability and a full campaign rollout.
- H&M tasked Martens with reworking its archival bestsellers using foil and internal wiring so pieces can be shaped by the wearer.
- Key items include adjustable trench coats, sculptural shirts styled multiple ways, and the malleable Scrunch bag.
- The launch campaign presents a tongue‑in‑cheek British family portrait starring Joanna Lumley and Richard E. Grant.
- Sizing is reported as inclusive on many items up to 2XL or size 24, and Martens frames the project as provocative, democratic design developed over two years.