This is how H&M and Glenn Martens celebrated their awaited collaboration in Madrid

Madrid became the epicentre of international fashion with the eagerly awaited presentation of the collaboration between H&M and Belgian designer Glenn Martens. The event brought together leading figures from the worlds of cinema, art and fashion for an evening celebrating creativity, self-expression and the fusion of tradition and modernity. The event took place at the legendary Boite venue, completely transformed into the new CORE Club space, which promises to become a landmark of Madrid’s nightlife.

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Among those in attendance were figures such as Hiba Abouk, who celebrated her birthday during the evening, Alejandro Gómez Palomo, Javier Ambrossi, Martiño Rivas, Ana Rujas, Carlos González, Natalia Lacunza, Maria Escarmiento, Brays Efe, Filip Ćustić, Lola Rodríguez, Edgar Kerri, Laura and Andrea Vandall, among many others. They were all part of an evening designed as an immersive experience centred on Martens’ aesthetic universe, characterised by its boldness, sense of humour and reinterpretation of British heritage.

The evening began with an English-inspired private dinner, featuring classic British appetisers, jelly desserts and a table adorned with abundant flowers. The guests, many of them wearing pieces from the new collection for the first time, enjoyed a carefully decorated setting that evoked the decadent elegance of British salons with a contemporary and provocative twist. Red velvet curtains, chandeliers, antique portraits featuring images from the campaign, and small ceramic dogs created an atmosphere that was both classic and modern, true to the spirit of the collection.

Glenn Martens, known for his work at the helm of Y/Project and Diesel, has imprinted his personal vision of fashion on this collaboration: experimental, conceptual and profoundly free. The garments reflect an exploration of contrasts, where structure is mixed with fluidity and sustainable materials are combined with innovative techniques. The collection seeks to bring designer fashion to a wider audience without compromising the identity and creativity that define the designer’s work.

At around 11 p.m., the atmosphere transformed with the arrival of new guests such as Arón Piper, Andy McDougall, Carlos Peguer and DJ Nina Urgell. Dinner gave way to an eclectic party where the dance floor was filled with energy, accompanied by the music of Edgar Kerri. The musical selection, which combined hits from the electronic scene with alternative rhythms, set the tone for a night that celebrated diversity and authenticity. The event succeeded in embodying the values that inspire the collection: creative freedom, the mixing of codes and the vindication of personal style as a form of expression.