H&M India announced its partnership with HYBE INDIA to strengthen its long-standing connection with music and youth culture. H&M joins the HYBE INDIA Audition in its search for India’s next global girl group through ‘ICONS IN THE MAKING’ campaign. Rooted in the belief that fashion and music are powerful platforms for self-expression, the campaign empowers emerging talent to embrace their identity, creativity, style and voice.

The ‘ICONS IN THE MAKING’ campaign will come alive through a series of interactive pop-ups and experiences at HYBE INDIA Pop-up Parks across Guwahati, Mumbai, Pune, Hyderabad, Bangalore and Delhi, running from May through June. These pop-ups will serve as dynamic spaces where fashion, beauty and music come together. From glam stations featuring H&M Beauty to interactive games, giveaways and photo moments, visitors can step in and channel their inner pop stars.

Additionally, select malls across these cities will also feature booths for online audition submissions and content creation, turning every entry into a unique expression of personal style and voice. HYBE INDIA’s online auditions are open from March 31 to July 31.

Speaking on the collaboration, 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.”

“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," said Dahae Lee, COO of HYBE INDIA. "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.”

This collaboration builds on H&M India’s continued presence in the music space, including partnerships with music festivals and artists, further reinforcing the brand’s commitment to celebrating music, culture, and self-expression.