H&M x Erdem

Swedish fast fashion retailer H&M announced in July earlier this year that their next designer collaboration would be with London Fashion Week favourite Erdem. Known for his floral and historical references in his collections, this collaboration will be no different. Erdem stated that this collection will ‘reflect and reinterpret the design themes from his most celebrated collections‘ with timeless pieces, reinvented using digital print to make them completely new.

Erdem founded his label in 2005 and in the past four years has won awards including ‘Red Carpet Designer of the Year’ and ‘Womenswear Designer of the Year.’ 

The collection launches on the 2nd of November this year, both online and in store. This is H&M’s 17th designer collaboration and if it’s the same rules as all the previous launches, shoppers will need to be prepared for the big day. In the past, only one item was allowed per person, shoppers buying in store only had three days to return items whereas online shoppers have the standard 28 days. 

Some of this year’s collection has already been seen on Emma Stone. The collection itself aims to be ‘a collection of pieces with a sense of permanence about them’. The collection is very typical Erdem with lots of jaquard and frills, wildflowers and lace. Erdem wanted to reflect on lots of elements from his upbringing and his career as a designer – ‘It was fun to reflect on what I’ve done over the past 12 years’. The collection has elements of how we dressed in high school, with slouchy jumpers and oversized coats inspired by his Dad’s old ones, it is the ideal of formality and informality meeting. Prices range from £19.99 for a pair of floral tights to £249 for a coat.

The collaboration collection has been photographed by Michal Pudelka who aimed to ‘add elements of surprise and surrealism’ to the lookbook and the promotional video was directed by Baz Luhrmann.

See the whole collection: Here 

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