I’VE FINALLY CAUGHT ERDEM – WELL, ALMOST!

IN UNIVERSITY, I recall spending months chasing Erdem Moralioglu. In our second-year module, our lecturer set the task of tracking down a designer and somehow encouraging them to say yes to an interview. At the time, Erdem had just snapped up the 2008 Vogue Fashion Fund award. It was big news in London and Keira Knightley wore one of his gowns – a floor-length black dress adorned with his blurry digital flowers – to an awards ceremony.

I remember plaguing the British Fashion Council, along with his PR agency and his stockists for a chat with him before trying my last resort – the Vivienne Westwood offices in London, where he had previously worked. As it turned out, his schedule conflicted with mine at the time and our chat never happened. I was, of course, only a 21-year-old student and he was on the verge of breaking the fashion industry so the story always makes me crack a smile at my innocence and courage.

I was – and, eight years later, still am – captivated and completely awestruck at the beauty of his clothes – the poetic craftsmanship, the romantic undertones, the timelessness of a Erdem dress. His spell has spread worldwide since my first flirtation with him in college, most recently via high street giant H&M, for which he has designed a collaboration. Last week, the designer’s team converted The Ebell in LA into a dreamy, flower-filled garden, while in Dublin they transformed the ballroom in The Shelbourne ahead of the collection launch on November 2. This is the store’s 16th designer collaboration, the first British brand they have worked with in nine years and certainly not one we predicted.

So what can we expect? Loyal fans will fall for his signature regal silhouettes and fairytale florals and, judging by the runway show, it will be a battle for the collection’s limted number of budget-friendly ballgowns. The snowdrop-embroidered dress worn by Kate Bosworth is one of the standout pieces along with a floor-length lace gown but there’s some more casual pieces included in the edit too – which show the inclusiveness of all his clothes and are specifically tailored to the H&M customer. Alongside his prim dresses are tailored coats in floral and leopard prints, fluffy sweaters, even an emblazoned logo hoodie as well as handbags, jewellery, shoes and hosiery. The pieces retail from €27.99 for hair accessories to €249.99 for a heavily-embroidered, couture-inspired dress.

For the first time, the designer will debut a much-anticipated men’s wardrobe offering too which riffs on occasionwear with classic tuxedos, and athleisure with trainers and bomber jackets. It’s predicted to be the best collaboration yet – it certainly has all the foundations. So arms at the ready for you and your husband, boyfriend and brother too.

I WAS – AND, EIGHT YEARS LATER, STILL AM – AWESTRUCK AT THE BEAUTY OF HIS CLOTHES”