The long-awaited Erdem x H&M Collaboration was revealed at a star-studded event in L.A. last week. The news of the high street retailer’s latest project with a designer label i.e. Erdem was first announced back in July here.
ERDEM x H&M
Each year, H&M partners with a designer label to create a collection its customers will covet. Fans of the high street retailer were eager to find out this Autumn’s pairing since the Kenzo collection last year. Earlier this summer, with only a teaser video (full campaign film to be revealed October 24th) by director Baz Luhrmann to let us snoop, H&M announced it would be collaborating with London-based label Erdem to produce a first-time (for Erdem) men’s and usual women’s collection.
The eponymous label of Erdem Moralioglu boasts a clientele (as you’ll see below) of Alexa Chung, Michelle Obama, Kate Bosworth, Ruth Negga, The Duchess of Cambridge, and many more alike. With this new reminiscent collection of delicate prints and fabrics, Erdem promised a feminine, bold, romantic and floral aesthetic. It would appeal to those H&M customers who only want to dip their toes in the trend but also to the loyal Erdem base.
Speaking of the new line, Erdem said it’s: “inspired by much of my youth, from the English films, 90s TV shows and music videos I grew up watching to memories of the style that defined members of my family…There’s a real play in the collection between something decidedly dressed-up and equally effortless.”
Product Photos: August Eriksson
Runway Pictures: Getty Images
ERDEM x H&M Launch Party
H&M’s Creative Advisor, Ann-Sofie Johansson, told the media: “I was captured by his (Erdem’s) vision. For ERDEM x H&M he has created an enchanting world full of beauty, delicacy and rich details. These are special pieces you will want to wear forever.”
ERDEM x H&M will be available in selected stores and online here this November 2nd.
Will you be waiting in line for the Erdem x H&M collection? Let the MEFeater team know in the comments,? we’re always excited to hear from you guys! We’re on Facebook, Twitter, Instagram, and Pinterest too.