The latest high fashion collaboration for Swedish retailer H&M, sees the London-based designer Erdem bring romance and ultra-feminine womenswear to centre stage.
With less than a month until ERDEM x H&M hits stores – it officially drops on November 2nd – the just-released lookbook will undoubtedly propel the romantic lace, evening dresses and regal refinements into street style’s most sought after.
The images, created by acclaimed photographer Michal Pudelka, instill a nostalgic and whimsical worldliness to the ultra-feminine yet unequivocally powerful pieces and were shot at the same country house where the short film for the collaboration was produced.
Designer Erdem Moralıoğlu is a believer in the power of beauty, exploring historical references and personal narratives in every piece he makes. For ERDEM x H&M, he’s reflected and reinterpreted the design themes from some of his most celebrated collections, playing with the prints, textiles and delicate craftsmanship that have made his name.
Of the collection, he says: “I am so happy to collaborate with H&M, and to explore my work on a whole new scale including a menswear collection which I have never done before.”
Each year, the H&M designer collaboration is a highly-anticipated event and has become more than just a clothing collection, with the designers themselves collaborating with other creative minds to bring the story to life through short films, campaign imagery and well-known brand ambassadors. This year, Erdem tapped film director Baz Luhrmann to shoot the short film, and says of the partnership: “It’s such a thrill to work with Baz Luhrmann, one of the most important storytellers of our time.”
“For me fashion is always about more than just clothing, it is a form of expression – a stand alone art form. I am excited to be collaborating with ERDEM and H&M to reveal the story of this unique collection,” Luhrmann adds.
Following on from previous H&M collaborations with Kenzo (2016), Balmain (2015) and Alexander Wang (2014), Erdem will be a return to feminine, delicate details.
“From the moment we started talking with Erdem about the collaboration, I was captured by his 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,” says Ann-Sofie Johansson, H&M’s creative advisor.
ERDEM x H&M launches in store and online at hm.com on November 2.