H&M and Glenn Martens celebrated their collaboration in London with a twisted take on the house party

On 22nd October, H&M and Glenn Martens celebrated the forthcoming launch of the H&M Glenn Martens collection with a joyfully exuberant event in London. Guests including Cynthia Erivo, Milly Alcock, Richard E. Grant, Shygirl, Jodie Turner-Smith and Joe Locke attended dressed in the collection. The event was a twist on the classic British house party, and featured a dessert table packed with cakes and jellies and a giant topiary-style pigeon. The evening featured a surprise performance by the British pop icons Sugababes, as well as music from DJs including The Dare, Chloé Caillet and Kirollus.

Held at the historic Skinners Hall - an elegant guild house built in 1670 – the event was a celebration of the spirit of self-expression that underpins the collection. The themes of British humour and heritage that defines the collection’s campaign, starring UK comedic icons Joanna Lumley and Richard E. Grant, dictated the mood. The evening began with a pre-cocktail celebration, before guests moved to the Great Hall for dancing, where an eclectic cross generational crowd came together amidst the historic portraits on a retro-light up dancefloor. Classic British party snacks and an array of sparkling tinsel curtains offered homages to the decadent dishevelment of DIY country house celebrations, all while kept energy levels high.

“I’ve always said that the pieces in this collection are like a family. So it was great to see them all 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.”

- Glenn Martens

“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,”

- Ann-Sofie Johansson, Head of Design and Creative Advisor at H&M.

H&M Glenn Martens launches in selected stores and at hm.com from 30 October.