New collaboration is calling: H&M and poetic Erdem first look

New collaboration is calling: H&M and poetic Erdem first look


When the news about new H&M collaboration came to the Media early days of June, everyone was telling that it might be the favorite collection! And now try to remember all madness of Balmain x H&M? Or completely sold out Versace x H&M? Prepare to start queuing asap when the designer behind many of the red carpet’s most detail-rich gowns brings his aesthetic to the high street.

However, Erdem x H&M wouldn’t allow costumers to hit the stores until November! The fast fashion brand has already released the teaser, created by Australian director Baz Luhrman, the collection will definitely feature a number of floral gowns that the label is famous for – including one bejeweled, black number with a lush petal print.

“H&M asked me, what do you think you might do,” begins Erdem Moralioglu for Vogue interview, recalling the call he received from the high-street giant. “I invited them to my studio and screened an old Pet Shop Boys video that Bruce Weber had directed in the Nineties, called ‘Being Boring’. It was about all these young people invading a country house in disheveled tuxedos, except the boys were wearing T-shirts and the girls were running around in trainers and bias-cut gowns. I loved the idea of this kind of informality and formality meeting.”

Filled with the floral flourished and exquisite feminine detailing the British designer is renowned for, the collection unsurprisingly has some Victoriana-style lace blouses, ruffles, bows and floral cocktail dresses, as well as a few pleasant surprises – a sharp grey pants suit or a tweed jacket and skirt combo!

Cutting his teeth for both the men’s and women’s departments for H&M, Erdem’s signature design touches bring a heavy dose of English eccentricity to the high street. And with the just-released set of lookbook images, shot by Slovakian up-and-comer Michal Pudelka, Erdem x H&M comes to life inside a genteel English country setting. “It was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements, such as the flowers, to enhance the spirit of Erdem x H&M even more,” the designer said.

So let’s see what the final collection will bring us!