H&M has partnered with HYBE India around its ongoing audition programme, tying its latest campaign ‘Icons in the Making’ to the search for a new global girl group.
The collaboration places H&M within the on-ground and digital ecosystem of the HYBE India auditions, which are open to participants across India and the diaspora. As part of the campaign, the brand will activate across HYBE’s Pop-up Parks in cities including Guwahati, Mumbai, Pune, Hyderabad, Bengaluru and Delhi between May and June.
The pop-ups are designed as interactive spaces combining fashion-led experiences with music-focused engagement. These include beauty stations, content creation setups and branded installations aimed at participants and audiences attending the audition-led events. In parallel, select malls across these cities will host booths for online audition submissions, extending the campaign beyond the core event locations. HYBE India’s online auditions remain open from March 31 to July 31.
For H&M, the partnership adds to a broader strategy of aligning with music-led platforms to stay connected with younger audiences, particularly in formats where live experiences and creator participation intersect.
Helena Kuylenstierna, Director, H&M India, said, “Music, much like fashion, has the power to break boundaries, build communities, and give people the confidence to express who they truly are. With our campaign and our partnership with HYBE India, we’re creating a platform that supports emerging talent, and enables them to explore their creative identity. Our ambition is to inspire young women to shape culture in their own unique voice.”
Dahae Lee, COO of HYBE India, said, “Through our partnership with H&M India and the ‘ICONS IN THE MAKING’ campaign, we are building a bridge between music, fashion, and self-expression. This collaboration reflects HYBE INDIA’s commitment to discover and nurture emerging talent, while providing them with a meaningful platform to grow, connect, and step confidently toward a global stage. The new generation isn’t afraid to be bold or express themselves with confidence, and we’re here to support and champion their journey as they shape the evolving narrative of youth culture.”
The partnership builds on H&M India’s ongoing presence in music-led initiatives, as brands continue to use talent pipelines and live formats to position themselves within emerging artist ecosystems.
