Montreal’s Er­dem teams up with H&M

De­signer draws on child­hood me­mories for col­lab­o­ra­tion

Metro Canada (Edmonton) - - Style - TORSTAR NEWS SER­VICE

There is a Cana­dian con­nec­tion to the new­est buzzy H&M de­signer col­lab­o­ra­tion.

On Nov. 2, at se­lect stores and on­line, Er­dem x H&M will launch with a col­lec­tion of 30 to 35 women’s styles and 10 to 15 ac­ces­sories, and around 20 men’s styles and 10 ac­ces­sories, a first for the la­bel. The lim­ited-edi­tion event is ex­pected to gen­er­ate the same sell­out frenzy of pre­vi­ous years’ col­lab­o­ra­tions from the likes of Alexan­der Wang, Ba­len­ci­aga, Marni, Ver­sace and Commes des Gar­cons, among oth­ers.

Er­dem Mo­rali­oglu was born in Montreal in 1976 to a Turk­ish fa­ther and a Bri­tish mother. His epony­mous la­bel is known for his ex­otic and in­tri­cate prints and fab­rics cut with a ro­man­tic flow. His work has been em­braced mem­o­rably by celebrity fans from Kate Mid­dle­ton and Meghan Markle, to Michelle Obama, Keira Knight­ley, Claire Foy, Jes­sica Chas­tain and Ni­cole Kid­man.

Early on, Mo­rali­oglu devel­oped his sig­na­ture look, hon­ing his craft at Ry­er­son Univer­sity, where he earned a BA in de­sign. He car­ried on to Lon­don to be­come the star of the Royal Col­lege of Art grad­u­ate class of 2003, fol­lowed by in­tern­ships at print-mas­ter Diane von Fursten­berg in New York, then ro­man­ti­cist rebel Vivi­enne West­wood back in Lon­don, be­fore launch­ing his own line in 2005.

Known for the elab­o­rate back­sto­ries he in­vents for his col­lec­tions, Mo­rali­oglu is ever play­ful about the H&M in­spi­ra­tion: “In­spired by the Pet Shop Boys mu­sic video Be­ing Bor­ing, I imag­ined a group of young friends in­vad­ing an English coun­try house for the week­end, and that idea of wear­ing a ball gown with a pair of train­ers, or a guy in silk py­ja­mas with a tweed jacket that he found on the back of a door.”

He says de­sign­ing this col­lab­o­ra­tion col­lec­tion was a chance to look back through his work and themes over the years, such as the sun­ray plisse dress that was in his first-ever col­lec­tion, or Vic­to­rian but­ton­holes from a col­lec­tion three years ago. He adds, “I also looked at my own per­sonal me­mories, my child­hood and my fam­ily, and things that in­spire me in pop cul­ture.”

Even though prices will range from $29.99 to $299, he says “Every­thing is exquisitely de­tailed and beau­ti­fully fin­ished, with­out any com­pro­mises.”


The Er­dem x h&M col­lec­tion in­cludes men’s scan­di­na­vian style sweaters ($149) and a blue flo­ral coat with black sash ($249).

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