Floral grandeur
> H&M collaborates with London-based label Erdem
CONTINUING the success of H&M’s previous collaborations with Karl Lagerfeld, Maison Margiela, Comme des Garrços, Balmain and Kenzo, this year H&M is working with ERDEM.
It marks the first time in eight years that H&M has teamed up with a British fashion designer for its collaboration. Erdem Moralioglu’s eponymous label shifts global spotlight back to British fashion with its poetic take on quintessentially English party wear.
In the campaign film directed by Baz Lurhmann, ERDEM’s glamour and luxury comes alive through an enchanted garden poised in expressive florals into evening gowns and intricate tailored suit.
The film instantly trans- ports us into the lavish English countryside lifestyle, a taste of romantic gentry for everyone.
A reoccurring theme of floral revelry in nature, the highly anticipated ERDEM X H&M collection will be out tomorrow. Photographed by Michal Pudelka, the images stay true to Erdem’s dialects of beauty, featuring a 83-piece collection for womenswear and menswear.
“ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a look book with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame,” says Pudelka.
Make strides for a whimsical grand gown than your to-go choice of little black dress, forget the classic fit Oxford shirt and get ready for the grandeur of frill shirt in crisp white. Make space for these coveted essentials you never know you needed.
Erdem’s first attempt in menswear exclusively for H&M goes beyond just the aesthetics filled with an opulent mix of blossoms and prints on various textiles, Moralioglu also pays homage to the English heritage and nostalgic childhood memories.
The ERDEM X H&M collection drops on Nov 2 at H&M Lot 10 and H&M Avenue K along with the online store.