H&M India Partners HYBE India For ‘ICONS IN THE MAKING’ Music Talent Campaign

H&M India has teamed up with HYBE India to launch ICONS IN THE MAKING, a campaign designed to discover and empower emerging talent as part of the search for India’s next global girl group.

Built on the intersection of fashion, music, and self-expression, the campaign aims to provide young creators with a platform to explore their identity, creativity, and personal style.

The initiative will roll out through interactive pop-ups at HYBE INDIA Pop-up Parks across cities including Guwahati, Mumbai, Pune, Hyderabad, Bangalore, and Delhi between May and June. These spaces will combine fashion, beauty, and music experiences,featuring H&M Beauty stations, interactive zones, and content creation opportunities for participants to express their “pop star” persona.

Select malls will also host booths for online audition submissions, aligning with HYBE India’s nationwide audition window, open from March 31 to July 31.

Helena Kuylenstierna, Director at H&M India, said the collaboration reflects the shared power of music and fashion in shaping identity and culture, adding that the campaign aims to inspire young women to express themselves and build confidence.

Dahae Lee, COO of HYBE India, noted that the partnership creates a bridge between music, fashion, and self-expression, reinforcing the company’s focus on nurturing emerging talent and helping them step onto a global stage.

The initiative builds on H&M India’s continued engagement with the music space through festival and artist collaborations, further strengthening its positioning at the intersection of youth culture, creativity, and style.